Momvertising Opps: T. Marzetti launches campaign from new AOR, restarts digital advertising (Score 42)

Sales Lead: T. Marzetti recently launched a campaign to promote its eleven new flavors.

• The Shipyard, T. Marzetti's creative and media AOR since July 2022, created this campaign and dubbed it, "It Simply Sells Itself."
• The campaign features Paul Scheer, a new influencer partner, actor, podcaster, and producer.
• The campaign rolled out across various traditional and social media channels such as TikTok and Instagram.
• T. Marzetti will also share exclusive behind-the-scenes footage and stills from the ad's set.
• The company will likely:
  • Continue rolling out new initiatives from its still-new AOR
  • Keep ramping up advertising initiatives
  • Seek additional new agency partners
• Target demographic: 
  • Millennials and Gen-X with a skew toward women, especially moms

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: T. Marzetti started utilizing digital ads again earlier this year for the first time since 2020; so far this year, it has spent roughly $17.9k on this channel.
  • YTD data: YTD, the company has earned approximately 1.3m digital impressions via desktop display (63%) and mobile display (37%) ads placed site direct onto o mindbodygreen.com (90%) and food52.coo (10%)
• Additional channel insights  
  • T. Marzetti utilizes Google Ads along with Facebook and online ideo (via Youtube.com) ads.
  • The company sponsors podcasts such as The Rest is Politics, the Rick & Bubba Show, The Howie Carr Radio Network, Marketplace Morning Report, and The New Abnormal.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to see if any additional roster shifts follow T. Marzetti's July 2022 hire of creative and media AOR The Shipyard.
  • I'd especially reach out to brand marketing VP Brian Ely because along with many other responsibilities, he is a key liaison with external agencies.
• Current agency roster:
  • The Shipyard: Creative and media AOR (July 2022)
  • Cramer-Krasselt : Creative, media, digital, social, PR, and programmatic AOR (June 2018)
  • Barkley: Creative AOR

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.