Momvertising Opps: Grocery Outlet hires marketing chief (Score 77)
Sales lead: Reach out now to offer ad space & agency services. 
- Grocery Outlet (GO) appointed Alejandro Alvarez-Correa as CMO in September 2023.
- Alvarez-Correa most recently served as CMO of American Signature.
- He now leads all of GO's marketing operations.
Target demographic: Primary shoppers/moms (Gen-X & millennial women)
The company will likely:
- Keep ramping up national TV spend
- Experiment with new ad channels
- Seek agency partners
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: GO spent around $1.2m on national TV ads YTD, a significant increase from $272.6k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend fell 45% from $492.6k in 2021 to $272.6k in 2022.
- Ad programming: It placed ads during programming such as Jeopardy!, Wheel of Fortune, You Bet Your Life With Jay Leno, TMZ Live, and NBC Nightly News With Lester Holt.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: GO spent approximately $1.5m on digital display ads YTD, a 25% decrease from $2m spent in this channel during the same time period of 2022.
- YTD data: 177m impressions via YouTube (65%), desktop video (15%), Instagram (8%), Facebook (8%), and desktop display (4%).
- 2021-2022 spend: Full-year spend dropped 64% from $5.6m in 2021 to $2m in 2022.
- Ad location: It placed 82% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, yahoo.com, and amazon.com. It placed 18% of these ads through multiple indirect channels onto sites such as yahoo.com, sfgate.com, salon.com, news.yahoo.com, and viki.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- GO does not currently work with any agencies to the best of my knowledge.
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
