Newman’s Own is focusing on courting Millennials. Millennials may feel a sense of nostalgia for this brand, having seen it in their parents’ cupboards growing up—but that alone is not what the brand is focusing on to make them loyalists. Instead, they’re playing on Millennials’ preference for purpose-driven brands and healthy ingredients. On their packaging, they’re spotlighting “functional” benefits like protein content (of course) and antioxidants, as well as their “100% of profits help kids in need” model. Their marketing is leaning especially heavily into the charitable aspect, and is partnering with micro-influencers who “share the company’s values and believe in its story” rather than just the biggest names with the most reach. (A strategy YPulse has long said earns young consumer trust!) Naturally, they’re also jumping on food trends—like dot cakes—and expanding their global flavor options, which we know is also a draw for adventurous Millennial foodies. (Marketing Dive)
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