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STRATEGY – ConAgra

strategic marketing agency

Built for packaged goods; built for differentiation

Being a household name like Butterball is great when talking turkey, but it keeps you one of the flock when talking fresh chicken. When ConAgra approached Domus to develop a solution that would help differentiate the brand in a category that verges on commodity, we established a think tank of the best consumer packaged goods minds in the business to build a solution.

Domus recommended adding a freshness seal to ConAgra’s packaging, detailing the time and date that the chicken left the plant—a simple differentiator that delivered a 67% increase to the bottom line. Supported by a fully integrated trade and consumer campaign built by Domus, Butterball increased chicken awareness from 24% to 80%; shifted product mix from 13% to 32%; and tripled the pounds from 42 million to 120 million. Now, that’s a lot of chicken!

In addition to ConAgra, Domus has built custom solutions for many of the most successful brands in the packaged goods and retail category, including Fisher-Price, Diageo and Wawa.

Contact us to learn more about our Packaged Good/Retail experience.