1. Balancing Brand vs. Performance for Sustainable Growth
Nicole Kane, Vice President of Media and Marketing Transformation at Bimbo Bakeries, highlighted the guiding principle of Les Binet’s The Long and Short of It, emphasizing the 60/40 split between brand-building and performance marketing. This strategic framework ensures that while short-term sales targets are met, the brand equity required for sustained success continues to grow.
2. Winning in Omnichannel with Content and Availability
Omar Haque, Vice President and General Manager of Omnichannel at Bimbo Bakeries, emphasized the importance of creating best-in-class content for digital platforms while ensuring product availability both online and in-store. Compelling in-store displays remain crucial, even as shopper behaviors evolve post-pandemic, with many opting for convenience-driven options like Instacart.
3. Data Challenges and Opportunities in Grocery Marketing
Nicole Kane, Vice President of Media and Marketing Transformation at Bimbo Bakeries, shared how Bimbo Bakeries has been leveraging second- and third-party data to overcome the challenge of retailers owning the consumer relationship. She noted that for low-cost grocery items, first-party data acquisition doesn't always provide a favorable return on investment.
4. Meeting Consumers Where They Are
Surabhi Pokhriyal, Chief Digital Growth Officer at Church & Dwight Co. Inc., reinforced that their success stems from a “house of brands” not a ‘Branded House’ approach, growing through acquisitions while prioritizing consumer convenience. She stressed the importance of reducing friction in the path to purchase, citing that every additional click reduces conversion potential by 80%.
5. Creativity as the Cornerstone of Brand Evolution
Jinder Bhogal, Senior Brand Manager for Thomas’ at Bimbo Bakeries, spoke about how he focuses on helping consumers find the beauty in breakfast and the power of finding moments of connection with consumers. He emphasized that the role of creativity is meant to move people and that if we can get someone to buy in emotionally to the brand, that will drive purchase.
6. Brand Evolution is an Ongoing Process
Mollie Crudden, Senior Director of Marketing at Bimbo Bakeries, stressed that brand evolution is an evergreen process—it’s about constant refinement, not wholesale reinvention. Meanwhile, Moira Flood, Marketing Director for Little Bites at Bimbo Bakeries, highlighted the importance of failing fast, learning, and moving on as key tactics in brand evolution.
Final Thoughts: Brand Building in a Competitive Grocery Landscape
The insights from the summit reinforced that in today’s crowded grocery market, branding isn’t just about visibility—it’s about emotional connection and consistency across every touchpoint. Whether it’s balancing short- and long-term goals, optimizing omnichannel experiences, or leveraging the right data, brands must continuously adapt to consumer needs.
At Reticle, we harness the power of emotion to align creative and media placement, enhancing mental availability and distinguishing brands from competitors. Our approach drives purchase intent by ensuring digital content and creative tonality are contextually and emotionally aligned.
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