Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

Owning Friendsgiving and Holiday at Target

A2
Date and Time: 
Wednesday, September 27, 2017 - 1:00pm to 1:45pm
Track: 
Insights to Activation

The Friendsgiving holiday program is a great example of how Campbell Soup Company/Pepperidge Farm (CSC/PF) collaboratively drove leadership with Target. CSC/PF identified a key insight leading to a focus on the incremental Friendsgiving white space and differentiating Target from the marketplace. The strategy was to use targeted media to connect with the millennial guest to inspire Friendsgiving celebrations and promote meal solutions. For many, it was their first time hosting. The landing page featured classic recipes with a twist and drove conversion with Cartwheel offers. Attendees will:

  • Learn to identify a “white space” opportunity from a key insight.
  • Understand ways to take an existing program to the next level year and after year by staying abreast of the industry and building best-in-class relationships.
  • Discover ideas for elevating the strategic partner status that extends into existing programs as well as new territories.
Speakers: 
Kara Russo
Megan Hennigan

Speaking at this Session

Megan Hennigan

Megan Hennigan

Shopper Marketing Sr. Manager
Campbell Soup Company

Megan Hennigan has been with Campbell Soup Company for four years as a shopper marketing senior manager, with responsibilities including national platforms, beverage consumer promotions and key account shopper marketing. Prior to Campbell’s, she held a similar role at Heinz North America. Hennigan has a combined total of 12 years of helping shoppers figure out what to make for dinner. She loves living in the sweet spot – where marketing, sales and retailer objectives align to meet shopper needs.

 
Kara Russo

Kara Russo

VP, Retail Marketing Group
The Mars Agency

Kara Russo has been with The Mars Agency for eight years. She leads the Target team in the Minneapolis market. Prior to that, she was a buyer at Target for more than 10 years. Her areas of expertise span both hardlines and softlines (ready-to-wear, men’s, shoes, stationery, decorative home). Her favorite part about her job is working with a wonderful team to help her clients achieve success at a retailer she loves.