Gen-Z, Millennial Momvertising Opps: Gardein significantly increasing digital spend

Gardein has gradually started investing more and more into digital advertising in order to reach a broader audience. Sellers able to offer high-ROI strategies among Gen-Z and millennials (mom-oriented skew) should get in touch soon to secure last-minute ad dollars for the rest of the year.

So far this year, Pathmatics reports the food brand has spent roughly $3.1m on digital ads, already around double the roughly $1.6m it spent in all of 2020. Gardein's estimated full-year 2020 spend ($1.6m) was up exponentially from that of $100.1k in 2019. The brand has earned ~343.8m digital impressions YTD via desktop display (51%) and Instagram (49%) ads. Most (96%) of this year's desktop display ads have been placed site direct onto target.com.

As I briefly mentioned, this implies a growing effort to target Gen-Z and millennials, which could end up involving usage of additional digital channels such as podcast and/or OTT. It especially targets moms. Parent company Conagra also invests in radio and local broadcast, according to Kantar data.

Agency & martech readers - Nothing leads me to believe Conagra will switch up its agency roster anytime soon, so focus elsewhere for now. Spark Foundry IL is its media AOR (won digital media in 2011 and added all media work in 2014), and MatchMG handles creative.