Welcome,
AD RETAIL MEDIA & WK KELLOGG STRATEGIC PLANNING SESSION DECEMBER 2024
LET’S MAKE TODAY GREAT!
2110 EXECUTIVE DR, SALISBURY NC, 28147
7:30AM – 8:00AM 8:00AM
Breakfast for the Group Kick Off Our Day
The Next Evolution of our Partnership Seat At The Table and From – To Vision Reviewing the Past to Propel Us Forward Shopper and Loyalty Look Back What is the Data Telling Us – An Open & Candid Discussion Pivoting our 2025 Strategic Approach Rethinking our Channel Strategy The Importance of An Always On Strategy & Connected Commerce Strategic Recommendation Lunch for the Group
12:00PM 12:30PM – 2:30PM
Recap Morning Content Alignment & Next Steps Store Visit (Details Forthcoming)
2:00PM
KEY CONTACTS DAY-OF
JILL HERNANDEZ Sales Director Jill.Hernandez1@adusa.com
BERNIE VAN OSDAL VP of Sales/AM 828-421-1715 Bernadette.VanOsdal@adusa.com
AMY FRANKS Executive Assistant 704-658-6845 amy.franks@adusa.com
ADUSA | WK KELLOGG
2
DECEMBER 2024
MEETING ATTENDEES
Attendees MEETING IN PERSON AND VIRTUAL
AD RETAIL MEDIA
BOBBY WATTS SVP, Executive Lead AD Retail Media
BERNIE VAN OSDAL VP of Sales/AM
BRIGID HEALEY Sr. AM, Epsilon
BETH DEBELLA Director of Data Monetization & Media Measurement
JILL HERNANDEZ Sales Director
PAMELA FITHIAN Director of Account Management
KRISTINA MOSLEY Manager, Media Strategy & Planning
DIMPY JOSHI Data Analyst
SOPHIE MERANDA Sales Strategist, SPA
SHOPPER & LOYALTY & ADDITIONAL POINTS OF CONTACT
HANMI FANN Director of Campaign & Production
ANDREW SMITH Sr Manager, Loyalty Innovation
RUDY DIPIETRO VP, Omni Merchandising
TODD JACOBS Director of Digital Site Merchandising Center
MIKE GALOVIC Epsilon, Director of Analytics
HAO TRUONG Manager, Shopper Marketing
CAITLIN KAESTNER Manager of Shopper Marketing Analytics
NOAH SILLS Director of Digital Site Merchandising, Center Store
NANCY APPLEBY Savory THIRD-PARTY PARTNERS
JENNIFER GERTEN Brand Partnerships Vibenomics
TIFFANY WILLIAMS VP of Sales Inmar
YOUR CATEGORY MANAGERS
ADRIAN BAKER, CS Desk 2 Total, Lead
SCOTT LEPAGE, CS – GE Breakfast, Desk 2
KRISTIN FRANTZ, CS – GE Breakfast, Desk 2
STEVE ALLISON, CS Desk 2 Total, Lead
MATT NOVOSEL, CS Desk 2 Total, Lead
NORMAN DICHARD, CS – GE Breakfast, Desk 2
JAROD CASTONGUAY, CS – GE Breakfast, Desk 2
RYAN BLESSING, CS Desk 2 Total, Lead
NATALIA TORRES-FURTADO, CS Desk 2 Total, Lead
SAM ANDRADE, CS – GE Breakfast, Desk 2
ADUSA | WK KELLOGG
3
DECEMBER 2024
MEETING ATTENDEES
Attendees MEETING IN PERSON AND VIRTUAL
KEVIN HOPPE Director Omni Commerce
RACHEL GRENIER Director, Omni Marketing
LISA GATELY Sr, Acct Exec, Ahold
MIKE MARCHESANI Sr Director of Sales
CHANTAL JOSEPH VP Publicis Commerce Media
BEN LACROIX Sr, Acct Exec, Delhaize
ELAINE EGGERT Associate Director Publicis Commerce Media
RITU BAHADUR Sr. Manager, Insights & Analytics
AARON SEHGAL Manager, Commerce Media, Digitas
CAROLINE CLARK Sr, Analyst, Commerce Media, Digitas
RON MOORE Director Marketing Analytics
ADUSA | WK KELLOGG
4
DECEMBER 2024
LOGISTICS
I85N FROM CHARLOTTE, NC EXIT 75 JAKE ALEXANDER BLVD AND TURN LEFT IN 3.2 MILES TURN LEFT ONTO HARRISON RD IN .8 MILES TURN RIGHT ONTO EXECUTIVE DR 2110 EXECUTIVE DR, SALISBURY NC, 28147
You will park in the Visitors Parking Lot to the right of the guard shack.
• Go to main lobby. • Linda Schenck is the receptionist.
Amy Franks will be there to welcome and escort you to the board room. You will need ID to be checked in. 704-658-6845 | amy.franks@adusa.com
TO ATTEND REMOTELY
MEETING ID: 391 928 103 783 PASSCODE: Vke4Ps
DIAL IN BY PHONE +1 347-343-3203,,590701982# PHONE CONFERENCE ID: 590 701 982#
SHOULD YOU NEED ANYTHING, PLEASE LET US KNOW SO WE CAN DO OUR BEST TO ACCOMMODATE.
ADUSA | WK KELLOGG
5
DECEMBER 2024
Recommendations LOCAL
HOTELS
HOME2 SUITE BY HILTON 1300 Jake Alexander Blvd South, Salisbury, NC 28146 980-432-8100
HAMPTON INN 1001 Klumac RD, Salisbury, NC 28144 704-637-8000
HOLIDAY INN EXPRESS 125 Marriott Circle Salisbury, NC 28144 704-314-4100
COURTYARD BY MARRIOTT 120 Marriott Circle, Salisbury, NC 28144 704-680-9201
RESTAURANTS
CARPE VINUM 121 121 South Main Street Salisbury, NC 281464 carpevinum121.com
CITY TAVERN 113 E Fisher St,, Salisbury, NC 28144 facebook.com/CityTavernSalisbury/
EL PATRON 1030 Freeland Dr, Salisbury, NC 28144 elpatronsalisburync.com
THE SMOKE PIT 120 Marriott Circle, Salisbury, NC 28144 thesmokepitonline.com
GOODFELLOWS 123 E Fisher St Salisbury, NC 28144 https://www.facebook.com/ Goodfellasbychefsantos/
LOCAL CHAINS: OLIVE GARDEN, TEXAS ROADHOUSE, OUTBACK, ETC.
ADUSA | WK KELLOGG
6
DECEMBER 2024
In The News LET’S DISCUSS WHAT’S
Demand for Cereal Declining
THOMAS’® AND WK KELLOGG CO ANNOUNCE NEW COLLABORATION WITH LAUNCH OF FROOT LOOPS® MINI BAGELS
WK KELLOGG TO STREAMLINE PRODUCTION AS SLOWING DEMAND PRESSURES SALES
WK Kellogg plans to close its Omaha, Nebraska plant by the end of 2026, as part of a reorganization to streamline production. The Frosted Flakes and Raisin Bran maker plans to increase production at its Battle Creek, Michigan; Belleville, Ontario; and Lancaster, Pennsylvania plants, with planned spending of about $450 million to $500 million on its supply chain efforts.
Thomas’® Breads and WK Kellogg Co have collaborated to launch limited-edition Thomas’ Froot Loops® Mini Bagels, blending the fruity flavor of Froot Loops cereal with Thomas’ signature Mini Bagels. This fun, convenient breakfast option is available nationwide for a limited time, aiming to delight both kids and adults during the back-to-school season.
MISSION TIGER™ CELEBRATES MAJOR MILESTONE: NOW MAKING AN IMPACT IN ALL 50 STATES
WK KELLOGG EXPECTS SPECIAL K TO BOUNCE BACK
WK Kellogg anticipates improved performance for Special K brand in 2025, supported by the “Special for a Reason” campaign emphasizing the cereal’s health and wellness benefits. De - spite market share losses and reduced promo- tional efforts, the company is optimistic about addressing these issues and leveraging targeted messaging to reconnect with customers.
Tony the Tiger® and Kellogg’s Frosted Flakes® Mission Tiger have now launched projects in all 50 U.S. states, marking a significant milestone in their mission to enhance middle school sports. Since its inception in 2019, Mission Tiger has funded over $4 million in sports equipment and facilities, impacting nearly 2 million students nationwide.
ADUSA | WK KELLOGG
7
DECEMBER 2024
Snapshot of Our Growth CONTINUED
Stats below are sourced from ADUSA omnichannel digital scorecard for P6 2024
5% YoY
12% YoY
26% YoY
17M
420M
4M
ECOMM TRAFFIC
SALES
ORDERS
.06% YoY
.04% YoY
46% YoY
55M
1143M
76.5M
OMNICHANNEL PURCHASER COUNT
ID CARD TRANSACTIONS
NEW TO ECOMM SHOPPERS
Stats below are sourced from Ahold Delhaize Strategy Day 2024
85% 50% DMAs with positive share growth since 2019 Digital engagement to create loyalty & connection
99% $1B
~1000 1B New stores & remodels to expend our reach Meals donated since 2020
Customers with access to pick-up or delivery
Price investments to further accelerate value proposition
Great Local Brands of Ahold Delhaize | USA
ADUSA | WK KELLOGG
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DECEMBER 2024
2024+ ADRM PRODUCT ROADMAP Key Focus Areas
IAB STANDARDS Drive industry standards & compliance • 3rd party verification for viewability and invalid traffic / brand safety • IAB/MRC Measurement Guidelines
OFFSITE PORTOLFIO DIVERSIFICATION • New Offsite extension e.g., contextual targeting via Chicory • 1P Data Collaborations • New Offsite Audience Targeting and Measurement capabilities • Social expansion
NEW ECOMMERCE INVENTORY & CAPABILITIES Extend on-site portfolio & features: • Native Display Ads: • Enhanced SPA • Shoppable Video • New platform features • Unified On-site+ Off-site Measurement - Search Dropdown - PDP - Past Purchase - Home Page
CONNECTED STORE Build new ADRM in-store capabilities • 1 – In-store digital signage network with existing screens and technology • 2 – In-store redesign POC identifying new strategic in-store areas for monetization • In-store audio expansion
ADUSA | WK KELLOGG
9
DECEMBER 2024
BECOMING FAMILIAR WITH OUR Capabilities SUITE OF We have scalable activation points across the omnichannel customer journey, delivering relevant experiences, onsite and off.
CONSIDERATION GROW BASKET SIZE NEW BRAND BUYERS PRODUCT INNOVATION
AT STORE & BEYOND
ONSITE
AWARENESS CONVERSION
• AT STORE VOLTA SCREENS • AT STORE FUEL MEDIA • IN-STORE AUDIO • IN-STORE DIGITAL SIGNAGE
• DISPLAY • SPONSORED PRODUCT ADS • SHOPPABLE SHORT FORM VIDEO
OFFSITE
• DISPLAY • SHOPPABLE RECIPES • DOOH: PROGRAMMATIC SIGNAGE • SOCIAL MEDIA • CTV & OLV
ADUSA | WK KELLOGG
10
DECEMBER 2024
A True Omnichannel Approach Connected Store? WHAT IS
WATCH NOW: HARNESS THE POWER OF THE NEXT FRONTIER IN RETAIL MEDIA
HOW DOES THE CONNECTED STORE CREATE NEW OPPORTUNITIES FOR BRANDS? 55% 41% 81%
of shoppers say they want easier shopping and that prepared foods often fill that need
of shoppers say it takes more time and effort to make a purchase decision than it did three years ago
of shoppers purchase additional items when picking up online orders at the grocery store
THEY WANT HELP
THEY WANT GUIDANCE
THEY WANT INSPIRATION
SCAN THE QR OR CLICK THE LINK BELOW TO READ MORE ON HOW PHYSICAL RETAIL IN THE NEW TV!
ANDREW LIPSMAN Founder & Chief Analyst Media, Ads + Commerce
PHYSICAL RETAIL IS THE NEW TV.PDF
ADUSA | WK KELLOGG
11
DECEMBER 2024
LOOKING FORWARD TO MAKING OUR DAY GREAT!
AD RETAIL MEDIA & WK KELLOGG STRATEGIC PLANNING SESSION
DECEMBER 2024
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