“When we think about omni-commerce, oftentimes it is about this push [and] pull for different information and making sure that wherever we are and where the consumer is with the brand, we are giving them what they want. So that could be something like really great recipe content ─ that could be something like a Cheez-it Taco Bell snacking occasion,” said Freedman Autry, during an interview at the 2024 Digital Food & Beverage event in Palm Springs, Calif.
She added, “We think about all these different things that are coming to life, and what our team really preaches and tries to bring to life is that brand across omni-commerce. That is really the strategy that we have — are we consistent no matter where the consumer sees the brand.”
Creating content for the endless digital shelf requires ‘ruthless prioritization’
In 2023, Kellogg split its snack and cereal business into two separate companies, Kellanova and WK Kellogg, respectively. Recently, media reports claimed M&M- and Starburst-maker Mars is considering acquiring Kellanova to bolster its snacking portfolio.
Before the split, Kellogg was “intentional about upskilling from a digital perspective,” educating its employees on how to engage consumers digitally, which has remained a focus for the separate companies, Freedman Autry said.
As part of its digital presence, Kellanova is supporting SKUs offered online with content and advertising to ensure consumers are aware the products are available, Freedman Autry noted.
“There are really pros and cons if you think about the endless digital shelf as a CPG marketer. I can put my very specific Pringles flavor online, and if you love that flavor, you can find it where it maybe was not in stock at [a] Kroger or Walmart. But on the flip side, that means I have to have search for all of those [flavors] and digital content,” she said.
She added, “The concept I use with my team is ruthless prioritization. We make sure we are super data-driven, and when something is not working, [we] change it, and I am always optimizing because [our marketers] have so many choices to make.”
‘AI unlocks opportunities to have better marketing’
Also, Kellanova is testing AI software to create “content that is more effective” and to better support its digital channels, including website and social media platforms, Freedman Autry explained.
“AI unlocks opportunities to have better marketing. ... Anything that is an ineffective impression is bad. It is bad for the consumer. It is bad for the marketer. It is bad for the brand,” Freedman Autry said. “I do not think [AI] is the only way, but I think it is one of many tools in the toolbox. It is probably going to continue to expand.”
Some CPG marketers are raising concerns about what AI might mean for their careers, given its ability to create content quickly and effectively. However, Freedman Autry sees an opportunity for marketers to leverage AI to meet the consumer demand for engaging and personal digital content.
“You are not competing with AI. You are competing with another marketer that is using AI, and I think that is a good way to look at it because it really can be a tool for however you want it to be used. Certainly, [there are] pros and cons in terms of security policy, concerns that probably need to be validated for the industry, but we are pumped, and I am using AI,” Freedman Autry said.
