ConAgra Foods was awarded the top honor from the Advertising Research Foundation David Ogilvy Awards for Excellence in Advertising Research in New York for its Shopper Seasons research and activation. The research won in the Shopper Marketing category.
ConAgra Foods' Shopper Seasons focuses on six seasons that consumers identified as having unique emotional and practical needs for their families. Stemming from research that showed 68 percent of moms feel that marketers don't understand their needs, ConAgra Foods held one-on-one interviews and focus groups with a range of moms who encapsulate the brands' core consumers. Six seasons were identified throughout the process - Post-Holiday, Spring, Summer, Back to School, October Fling and Holiday.
Using research and insights, ConAgra Foods focused on the six seasons to build unique campaigns for its retail partners--grocery stores and other food outlets. Shopper Marketing programs focused on the Shopper Seasons have shown an average return-on-investment that is 30 percent higher than other ConAgra Foods Shopper Marketing programs.