PARSIPPANY, N.J., May 3, 2018 /PRNewswire/ -- Pinnacle Foods
announced today that it has entered into a unique partnership with
VaynerMedia to create world-class marketing content and
capabilities that will better engage consumers and drive brand
growth. Pinnacle Foods is home to such iconic brands as Birds
Eye, Duncan Hines, Vlasic,
Wish-Bone, and Hungry-Man and emerging brands such as Udi's,
Gardein and EVOL. Pinnacle chose VaynerMedia, helmed by
New York Times best-selling author,
media personality and entrepreneur Gary
Vaynerchuk, because it is an attention agency with its
finger on the pulse of consumer interest.
These two companies are uniquely matched culturally and have a
joint commitment to contemporizing and building brands. The
marketing teams will employ research data to test and refine
content, thereby creating a low cost and highly effective
model. So far, the initial marketing programs created through
this partnership, on Duncan Hines
and Vlasic have proven to be very successful.
This is not the typical agency-client relationship, but rather a
transformational partnership that is helping reinvent how agencies
and clients work together. The new business approach includes
several unique aspects:
- An organizational model that embeds employees of each company
physically into the other company. This will deliver exceptional
results by ensuring complete transfer of knowledge, allowing
cultural immersion and driving efficiency.
- Collaboration between the two organizations to create an
ongoing learning curriculum that will elevate marketing expertise
in the complex and fast-changing digital landscape.
- Hands-on, joint business planning and integration of all
consumer touch points to drive brand equity and impact.
"Today's fast-changing retail and digital environment calls for
innovative marketing approaches. Consumer engagement is at the
forefront and this new partnership will equip our brands to grow in
this space," said Mark Clouse, CEO
of Pinnacle Foods, "The early activations that we have tested are
an exciting indicator of the type of success that Pinnacle and
VaynerMedia can create together, leveraging the strengths and scale
of both organizations."
"The exchange of knowledge is really what drove us to create
this partnership," said Gary
Vaynerchuk, CEO of VaynerMedia. "We understand how to
capture the attention of consumers and translate that to sales,
Pinnacle Foods knows how to unleash the potential of their
brands—we saw very clear synergies here."
Vaynerchuk, a serial entrepreneur and operator who co-founded
VaynerMedia nearly nine years ago, has always invested in platforms
that garner consumer attention now and in the future. Through this
partnership, Pinnacle Foods continues its philosophy of being
efficiency minded and dedicated to expanding the capabilities of
its employees. This collaboration with VaynerMedia represents the
next step in that evolution.
About Pinnacle Foods Inc.
Pinnacle Foods Inc. (NYSE:PF) is a leading manufacturer,
marketer and distributor of high-quality branded food products with
a mission of unleashing brand potential. With annual sales in
excess of $3 billion, our portfolio includes well-known brands
competing in frozen, refrigerated and shelf-stable formats, such
as Birds Eye, Birds Eye Voila!, Duncan Hines, Earth
Balance, EVOL, Gardein, Glutino, Hungry-Man, Log Cabin, Udi's,
Vlasic, and Wish-Bone, along with many others. The company is
headquartered in Parsippany, NJ and has nearly 5,000
employees across the U.S. and Canada. For more information,
please visit www.pinnaclefoods.com.
About VaynerMedia
We're a full-service
digital agency built for the now. We partner with clients to drive
their business outcomes with best-in-class modern video
production, media planning &
distribution, influencer
marketing, Google & Alexa voice
services, and everything in
between.
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SOURCE Pinnacle Foods Inc.
