BFY Millennial Opps: Daiya Foods hires CEO, promotes marketing DMs (Score 57)

Sales lead: These DM shifts may affect the company's marketing strategy & agency roster.

Daiya Foods (DF) recently named Hajime Fujita CEO.
- Fujita previously served as business planning VP of Otsuka Pharmaceuticals.
It promoted Melanie Domer to the newly created role of chief commercial officer.
- Domer is now responsible for marketing & sales.
- She joined the company as CMO in December 2022.
DF named John Kelly CMO to replace Domer.
- Kelly most recently served as DF's consumer marketing VP.

Target demographic: Millennials

The company will likely:

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

YTD spend: DF spent approximately $1m on digital display ads YTD, the same amount it spent in this channel during the same time period of 2022.
YTD data: 149.1m impressions via Instagram (63%), Facebook (32%), and YouTube (5%).
2021-2022 spend: Full-year spend fell 31% from $1.6m in 2021 to $1.1m in 2022.
Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, and youtube.com.

Agency analysis:

Insight Sources: Digital spend insights estimated by Pathmatics.

Decision Makers Food & Beverage Canada digital National Vulnerable Account Index Agency & MarTech Opps Millennials