ConAgra CEO thingy Gary Rodkin is on a quest
A quest to find what he calls "the big, singular insight that will drive behavior change." If he can do that, he can boost the bottom line (which was $978 million on revenue of $12.7 billion in the fiscal year ended May 31). Rodkin is using theories about buying habits–backed by $399 million a year in advertising, marketing and in-store promotions–to convince grocery stores to provide ample shelves for its 45 consumer brands, which include Chef Boyardee, Healthy Choice, Hebrew National, Wesson and Swiss Miss.
I have a suggestion. Don’t make people barf, with your Banquet pot pies and your peanut butter. Seriously, $399 million in advertising, and you can’t promise people they won’t barf?
And the best guest speaker you can get is me naked in New Zealand (cost to ConAgra bottom line – nothing).