Barrows Appointed as Commerce Marketing Agency for Conagra Brands
In a noteworthy development, Barrows, a leading entity within WPP Enterprise Solutions and a prominent global commerce agency, has secured the role of commerce marketing agency of record (AOR) for Conagra Brands in the United States, following a rigorous competitive evaluation.
This strategic partnership positions Barrows to manage shopper and customer marketing initiatives, including digital shelf strategies, across Conagra’s diverse brand portfolio, as the company seeks to modernize and streamline its commerce practices.
Conagra boasts an extensive repertoire of well-known brands in the US, encompassing recognized names such as Birds Eye, Duncan Hines, Healthy Choice, Marie Callender’s, Reddi-wip, Slim Jim, Angie’s, and BOOMCHICKAPOP. These offerings traverse the frozen, refrigerated, grocery, and snack sectors, making Conagra a significant player in various market categories.
Barrows’ involvement aims to enhance the cohesion of Conagra’s shopper and customer marketing endeavors while optimizing digital shelf capabilities within a singular, integrated commerce framework that fosters growth, consistency, and operational effectiveness across retail and eCommerce platforms.
With a profound mix of retailer intelligence, innovative commerce strategies, and seamless in-market orchestration, Barrows is set to facilitate the transformation of Conagra’s commerce operations.
Utilizing the expansive WPP Enterprise Solutions network along with the WPP Open ecosystem of resources, data, and technology, Barrows will collaborate closely with Conagra to enrich its commerce practice, implementing new tools and methodologies that enhance insights, planning, and market execution.
“Barrows distinguished itself through its profound retailer intelligence and its proficiency in amalgamating shopper, digital shelf, and retail media into a unified system.
Furthermore, their access to the broader WPP Enterprise Solutions and WPP Open ecosystem is invaluable.
Together, we are enthusiastic about cultivating a more contemporary, insight-driven commerce engine that empowers our brands to thrive on the shelf and yield measurable growth alongside our retail partners throughout the US,” remarked Lisa Matos, Vice President of Sales Capabilities and Commerce at Conagra Brands.
In close collaboration with Conagra’s leadership team, Barrows aims to forge a cohesive commerce engine that synthesizes shopper marketing, retail media, product detail page (PDP) content, and in-store activation into a streamlined system designed to bolster conversion rates, enhance shelf presence, and scale best practices across Conagra’s diverse portfolio of iconic brands.
By redefining commerce into a singular, connected, and meticulously synchronized framework, we can elevate Conagra’s comprehensive shopper and customer strategy.
Our methodology provides sharper insights into target demographics, elucidating their purchasing motivations and outlining strategies to effectively engage them on every shelf.
Crucially, our focus on creative effectiveness, particularly concerning Conagra’s most transformative innovations, allows us to deliver impactful ideas that convert across the digital shelf, retail media, and in-store environments.
We are eager to actualize this vision as we contribute to Conagra’s expansive growth, stated Kristina Kovar, CEO of Barrows.
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