Digital Momvertising Opps: B&G Foods appoints agency for digital campaign (Score 21)

Sales lead: Reach out now to offer last-minute campaign ad space. 

• B&G Foods chose Quench to lead a digital campaign for its Victoria pasta sauces. 
• The push will target consumers in the Northeast and will kick off during Q4. 
• The company has a second leg of the campaign scheduled for next year. 

Target demographic: Gen-X & millennial women (moms)

The company will likely:

• Ramp up digital spend
• Pursue more project-based agency partners
• Run ad campaigns for its other brands

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

• YTD spend: B&G spent approximately $966.1k on digital display ads YTD, down 56% from $2.2m spent in this channel during the same time period of 2022. 
• YTD data: 139.3m impressions via Facebook (70%), Instagram (17%), and desktop display (13%). 
• 2021-2022 spend: Full-year spend jumped 67% from $1.5m in 2021 to $2.5m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, walmart.com, goodhousekeeping.com, and amazon.com. 

Additional channel insights  

• Vivvix: B&G also invests in print.
• Top podcasts sponsored: #SistersInLaw, I Am All In with Scott Patterson, Keep It!, Our Big Dumb Mouth, and Straight White American Jesus. 

Agency analysis:

• Opportunity: Contact B&G's DMs to see if they are in need of any additional agency assistance. 
• Current roster:
  • Blue Chip Marketing & Communications: creative, media, digital, & social AOR
  • In-house: media