Momvertisng Opps: Jennie-O launches campaign, releases new packaging (Score 20)

News: Jennie-O Turkey recently launched a campaign called "The Queen of Protein."

The campaign includes 15-, 30-, and 60-second spots.
It is being supported through programmatic video, CTV, Facebook, Instagram, and Pinterest ads.
Jennie-O's creative AOR, BBDO Minneapolis, created the campaign.
The brand released updated packaging alongside the campaign.

Jennie-O's target demographic: Millennial and Gen-X women (moms/primary shoppers).

Jennie-O is likely to:

Commit extra budget toward marketing over the next few months, so get in touch soon to offer last-minute campaign ad space.

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

YTD spend: Jennie-O has not allocated any budget toward national TV ads since spending $29.5k in 2020.
2020 ad programming: It placed ads during programming such as Good Morning America, Supernatural, CBS This Morning, and The Big Bang Theory.

Digital and social insights (digital ad spend, effectiveness, impressions, and performance

YTD spend: Jennie-O spent around $604.7k on digital display ads YTD, a huge increase from $17.6k spent in this channel during the same time period of 2021.
YTD data: 85m impressions via Facebook (57%), Instagram (31%), desktop display (7%), and mobile display (4%).
Last year: Full-year spend equaled $633k in 2020 and $691.7k in 2021.
Ad location: It placed 96% of these ads directly onto sites such as facebook.com, instagram.com, imdb.com, amazon.com, and youtube.com. It placed 4% of these ads through multiple indirect channels onto sites such as zillow.com, espn.com, amazon.com, drudgereport.com, and msn.com.

Current agency roster:

Resources: broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.

Food & Beverage Midwest digital National Vulnerable Account Index Campaign Launch TV Agency & MarTech Opps Millennials Parents Gen-X Women