This investment opened her team’s eyes to the spending power of diverse populations, as they were “able to use [the] data, insights, [and] understanding of these populations to engage more deeply,” Hughes said.
She added that her team recognized “more relevant and engaging communication and execution plans.” Last month, for instance, MorningStar Farms, which has numerous flavors and product iterations, became available in the U.K. and Ireland for the first time, reflecting “our dedication to offering products that cater to local consumer food preferences,” Rob Kelly, Kellanova’s vp of Europe research and development, said in a statement.
“I think [K Way] was probably one of the most important initiatives that we’ve done in the last five to seven years,” said Hughes.
Kellanova saw a 4% increase year-over-year in organic net sales in Q2 of 2024, with Pringles leading the way as its most successful brand, per its most recent earnings call.
The human touch
To build a consumer-oriented brand, Shipt leaders watch quarterly testimonial videos of real consumers “to put faces, names, and sounds to actual people who are using our services,” she said.
Stadd has also shadowed the brand’s customer service team and set aside time with local Shipt shoppers to hear about their experiences directly from them, she said.
Stadd stated the importance of allyship, both internally and externally. She added that ensuring that consumers of all demographics can successfully access Shipt’s products and services is crucial for them to feel considered and reflected in the work.
Brands should be thinking about “embodying empathy and curiosity, which to me, are the two components of allyship,” Stadd said.
