BFY Opps: Daring Foods taps top marketer as digital spend spikes (Score 80)

Sales Lead: Daring Foods named Jon Lesser as its marketing and retail sales in September 2022.

  • Lesser joined the company as its marketing SVP in February 2022 after having served in the same role at KIND.
  • The company will likely:
    • Continue increasing spend
    • Seek new agency partners
  • Target demographic
    • Better-for-you (BFY) and dietarily-restricted Gen-Z and millennials

​​​​​​​Additional recent hires:

  • Additional recent leadership shifts include the hire of brand marketing director Jessica Bernheim and senior shopper marketing manager Zanira Ansari, both of whom joined Daring in June 2022.

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, Daring has spent roughly $5.4m on digital ads, double the roughly $1.8m spent in all of 2021.
    • YTD data: The company has earned ~318.2m digital impressions YTD desktop video/YouTube (96%) and Instagram (4%) ads.
    • Last year: In 2021, Daring's estimated full-year spend skyrocketed to $1.8m from that of $56.4k in 2020.
  • Additional channel insights  
    • The company works with influencers and experiential marketing.

Additional agency insights:

  • Opportunity: It's likely that Daring will conduct agency reviews under Lesser's leadership, so get in touch sooner rather than later to get on his radar.
  • Current agency roster:

Insight Sources: Digital spend insights estimated by Pathmatics.