How Massimo Zanetti Beverage Is Uncovering Marketplace Insights


Massimo Zanetti Beverage USA shared details on how its partnership with IRI has helped it identify new growth opportunities during the pandemic.

The owner of such brands as Chock Full o’Nuts, Hills Bros., Kauai Coffee, Segafredo Zanetti, MJB and Chase & Sanborn, Massimo Zanetti Beverage USA leveraged IRI’s COVID-19 resources during this period of rapidly shifting consumer behavior.  It also used IRI’s thought leadership resources to provide further perspective on the trends shown by the dashboards.

The resources are also helping the consumer goods company uncover marketplace insights, such as forecasting expected sales impact in its retail businesses, rebalancing shopper marketing efforts to capitalize on growing digital targeting and activation opportunities, and optimizing brand strategy online to invest in greater digital shelf presence at top partner retailers.

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“The IRI team approach, which provides tailored access to a variety of consumer behavior tools, enables MZB-USA to gain insights that allow us to pivot our business resources against top priorities in the rapidly changing consumer products landscape,” said Susan Lambert, director of shopper marketing and Customer Insights for MZB-USA.

“IRI’s COVID-19 Dashboard provided MZB-USA with more specific insights into the bifurcation of financial impact, which informed MZB-USA’s planning in both the premium coffee and private label coffee retail businesses," she added. 

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