Female Gen-X, Millennial Media Opps: Saputo promotes rebrand with ad campaign (Score 44)

Sales lead: Get in touch now to score some of these extra ad dollars. 

• Saputo Cheese USA just introduced new packaging & a new logo for its Montchevre brand.
• It is promoting the rebrand with a campaign called "Make Mischief with Montchevre."
• The push includes multiple video ads.

In other news:

• Saputo promoted Jenny Englert to marketing director earlier this year. 
• Englert most recently served as speciality cheese marketing director. 
• She appears to be the company's top US marketer. 

Target demographic: Millennial & Gen-X women (primary shoppers)

The company will likely:

• Keep ramping up ad spend
• Seek new agency partners (recent DM promotion)

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

• YTD spend: Saputo spent around $762.8k on digital display ads YTD, a huge increase from $48.2k spent in this channel during the same time period of 2022. 
• YTD data: 106.8m impressions via Instagram (58%) and Facebook (41%). 
• 2021-2022 spend: Full-year spend increased 36% from $1.1m in 2021 to $1.5m in 2022. 
• Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com. 

Additional channel insights  

• Vivvix: Saputo also utilizes OOH and print. 
• Top podcasts sponsored: The Sick Podcast with Tony Marinaro and Sensemaker. 

Agency analysis:

• Opportunity: Contact the recently promoted marketing director to see if you can pick up some of Saputo's business. 
• Current roster:
  • Carmichael Lynch Relate: PR
  • Hangar12: digital & social
  • partners + napier: creative