Consumer Packaged Goods Experience

Consumer Packaged Goods is a perfect fit for Blue Onion’s command of the media specialty. We have experience working on everything from national, annually-planned Fortune 500 brands to locally-focused market campaigns.

Large CPG brands and their agencies, heavily leverage the media-specialty to optimize their investments… and so should you! As a critical element in our clients’ successes, we help ensure that you reach the right audience at the right time and in the right places to continually drive sales velocity. This is easy to say but hard to do. Our media planning/buying expertise in CPG is rooted in our disciplined approach of understanding our client’s brand (and the competitive marketplace including Digital and places like Amazon and Walmart.com) on a deeply strategic level. This includes analytical approaches like BDI/CDI, cost/volume analysis, target segmentation, volumetric/product usage analysis, communication goals and more.

Our experiences in CPG have informed our advanced approaches from which many of our clients in other vertical markets have benefited. The disciplined approach we take does not come easy and our advanced solutions can’t be found on a search engine.
Blue Onion invests over $200,000 annually in resources, including Nielsen TV & Audio ratings, Scarborough, GfK MRI, Kantar Media Intelligence and Strata planning and buying software, ensuring that our campaigns are created with a keen, data-driven awareness of the current nuances of the market. This means that you have access to the same tools, data, and strategic approaches as your larger competitors at a far more affordable level.

It’s like a secret weapon for quantitatively developed, creatively strategic, highly accountable media plans to which only Blue Onion Media clients have access.

Don’t have a six-figure budget for in-depth sales analysis… no problem! We can ingest and measure IRI data, aligning it to media schedules and then optimizing them based on the findings. We routinely align media testing with IRI measurement periods to make learning and reporting to other departments as simple as possible.

As a case study example:
One of our CPG clients was selling a smaller package version of their product and were unsure which demographic target segment would be the most profitable.
We analyzed the two segment options based upon only the “lite-users” of the product (smaller quantity sale) and found the older demographic segment’s “lite-users” consumed 62% more product.

After analysis to determine the best media markets for testing, we launched two tests in similar markets against each target.
The result: The older demographic segment impacted sales-lift by approximately 5X that of the younger demographic segment!

Our team members have served the following list of CPG brands:

  • Tejava
  • Crystal Geyser Sparkling Water
  • Lewis Bake Shop
  • Aspen Start Coffee
  • Kraft
  • Oscar Mayer
  • Lunchables
  • Louis Rich
  • Boca Foods
  • Claussen
  • General Mills
  • Total
  • Fiber One
  • Wheaties
  • Pillsbury
  • Old El Paso
  • Green Giant
  • Betty Crocker
  • Sara Lee
  • State Fair Corn Dogs
  • Deep Rock Water
  • Jimmy Dean
  • Oberto Microwavable Pork Rinds