In January 2011, the General Mills Convenience innovation team set out to enter a brand new category while minimizing the time and capital investment needed to do so.
Campbell Soup Company's consumer insights team traveled across the country to find out what makes consumers tick. Its findings shaped the company's decision to focus innovation efforts on new consumer groups, new consumer needs and new consumer platforms.
This acquisition strengthens Flowers Foods' market presence in California, adding about 14.5 million people to the 70 percent of the U.S. population that currently has access to its fresh breads and rolls.
In addition to TV, digital and social media, the multi-million dollar campaign will include national print, out of home advertisements and other targeted advertising, on-pack, experiential marketing and public relations.
