“Big Fish, Little Fish…How Emerging Brands Build Value & Why Big Brands Buy Them”
12:30 - 13:05
Despite spending hundreds of millions of dollars in R&D, big food companies are buying small, emerging food and beverage brands, most often in the health and wellness space, at an accelerated pace
It appears that R&D has become R&A. The acquisition of Annie’s by General Mills and Scharfenberger Chocolates by Hershey are superb examples
“Big Fish, Little Fish” is an entertaining, sometimes provocative look at how small food and beverage brands build mass awareness, appeal and marketplace value (on miniscule budgets) and why they are so often acquired by huge, multinational companies
Using a combination of case studies, interviews and observation, “Big Fish, Little Fish” is designed to be immediately actionable by food companies regardless of size, product line and channel
Jeff is nationally acclaimed marketing strategist and speaker, specializing in igniting food and beverage brands. He is best known for helping to create GOT MILK?, widely recognized as one of the best, most influential campaigns in advertising history.
Jeff is a powerful and highly entertaining speaker who uses witty, often hilarious Got Milk? creative to drive home serious, pivotal points about strategic innovation and disruptive ideation. Jeff speaks nationally and internationally on a range of subjects including innovation, ideation, brand potency and on how marketing might help end world hunger. He is currently leading the development of a Food Innovation Center for the state of Utah. An independent consultant, Jeff lives in Northern California, epicenter of food and menu innovation and spawning ground for numerous early stage food brands.
Prior to GOT MILK?, and his position as CEO of the California Milk Processor Board, Jeff had extensive ad agency experience with Grey, Ted Bates, JWT, McCann Erickson and Ketchum. His clients included a range of CPG companies, including P&G, Clorox, Con Agra, Pillsbury and Safeway Stores.
He is considered a leader in association and category marketing and has helped reposition commodities such as beef, eggs, potatoes, dairy, cereal, raisins, strawberries and tart cherries.
Jeff is a prolific writer. He authored GOT MILK? The Book, and continues to write numerous articles on subjects ranging from managing creative resources to marketing non-profits to getting the best service from the service sector.