Case Study: ConAgra Foods achieves 300% jump in consumer intent and dramatic brand lift with Salesforce DMP

ConAgra Foods Sees Dramatic Jump in Brand Lift After Using Data to Run Targeted Campaign

ConAgra Foods, a leading North American packaged‑foods company with brands like Healthy Choice, Hunt’s and Orville Redenbacher’s, needed to move beyond one‑size‑fits‑all advertising to meet growing consumer expectations for personalized brand and content experiences. The marketing team’s challenge was to shift to a data‑focused approach that would target defined consumer segments with tailored, relevant messages.

ConAgra implemented Salesforce DMP to unify disparate data sources (including CRM), build audience segments and deliver dynamic content. Testing with the Hunt’s brand—targeting environmentally conscious consumers with sustainability messaging and sequenced recipe content—produced rapid gains: a 300% increase in consumers saying they will use Hunt’s tomatoes and nearly a 200% lift in recognition of the brand’s steam‑peeling process.

ConAgra Foods

Heather Dumford

Global Marketing Director