Milk Bar parts ways with CMO (Score 55)

Sweet shop chain Milk Bar (MB) recent parted ways with Sarah Tabb, who had joined the company in 2017 and had most recently served as CMO. She now serves in the same role at Studs. In Tabb's absence, MB may need additional marketing support; keep the company on your radar.

According to iSpot, MB made its first foray into national TV in 2021; it ended up spending around $596k on this channel by the end of the year. The company hasn't yet utilized this channel in 2022. MB's 2022 commercials aired during programming such as Forensic Files, Home Alone 2, The Fresh Prince of Bel-Air, Crown for Christmas and Switched for Christmas.

Pathmatics reports that the company has spent approximately $132.5k on digital ads YTD, down exponentially from the approximately $1.6m it spent within the same 2021 timeframe. In 2021, MB's estimated full-year spend jumped 5x to $6m from that of $1.2m in 2020. So far this year, the company has earned ~16.9m digital impressions, 100% via Instagram ads. 

Additionally, Magellan shows MB has aired 16 podcast ads within the past 12 months.

Hopefully, spend will pick up soon under the company's new CMO. MB probably also invests in localized ad space around its brick-and-mortars in NY, CA, DC, MA and NV; view locations here.

Agency & martech readers - This hire could easily lead to an agency review, so get in touch soon to be top-of-mind.