Case Study: ConAgra Foods gains real-time consumer and B2B insights from 15 million social mentions with Salesforce

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

Conagra Brands, a 100‑year‑old packaged‑food company with more than 100 brands and about 17,000 employees, set out in 2016 to transform from a diversified manufacturer into a consumer‑centric branded food company. The challenge was to engage consumers in real time while also serving complex B2B relationships with retailers and distributors—at scale, with greater speed to market, efficiency, and innovation.

Conagra deployed Salesforce across sales, marketing, and service—using Marketing Cloud (Data Studio, Audience Studio, Advertising and Email Studio), Service Cloud, Sales Cloud with Einstein, and Einstein Analytics—plus Google Analytics 360 and Customer 360 integrations. The unified data approach turned analytics into “demand science,” enabling personalized digital experiences (e.g., Ready Set Eat), proactive service, and B2B interactions that feel more like consumer e‑commerce. Results include insights from over 15 million social mentions in one month, the launch of targeted products such as a “Soccer Snack Pack,” improved customer sentiment, faster innovation, and companywide adoption through Trailhead and agile training.

ConAgra Foods

Heather Dumford

Global Marketing Director