The J.m. Smucker Company · NYSE:SJM
The J.m. Smucker — Investor Day (December 2024)
44 slides from The J.m. Smucker's investor day presentation, Dec 10, 2024
Slide 1: Our Marketing Model
THE JM. SMUCKER Coe OUR MARKETING MODEL
Slide 2: Gail Hollander, Chief Marketing Officer
GAIL HOLLANDER Chief Marketing Officer
Slide 3: World-Class Brand Building Model
WORLD-CLASS BRAND BUILDING MODEL We set out to overhaul how we build brands & today we have a proven model that works Consumer Data-Driven Cultural Relevance as a Centricity Insights Core Strategic Driver
Slide 4: Our Successful Playbook
OUR 1 The Journey SUCCESSFUL We’ve Been On PLAYBOOK 2 What Makes Our Model Different 3 New Creative Work
Slide 5: We've Come a Long Way
WE’VE COME A LONG WAY Brand Building is Now a Core Strategic Driver for the Company
Slide 6: Key Elements
KEY ELEMENTS BRAND BUILDING TO BE AN ENGINE OF GROWTH CREATIVE STRATEGIES BIG BRAND PLATFORM IDEAS SHIFTED MEDIA TO A STRATEGIC DRIVER END-TO-END HOLISTIC THINKING & INVESTMENT MARKETING ACCOUNTABLE TO THE P&L
Slide 7: Our Playbook
OUR PLAYBOOK END-TO-END BREAKTHROUGH, ART & SCIENCE MEDIA CULTURALLY RELEVANT OF ADVERTISING CREATIVE EBM: CULTURALLY EVIDENCE + RELEVANT BASED BREAKTHROUGH MARKETING CREATIVE
Slide 8: Return on Investment
RETURN ON ENTERPRISE VS. AGGREGATE PROFIT ROI INVESTMENT is UP YEAR OVER YEAR FY21 FY22 FY23 FY24 ® NAMED BY MOST INNOVATIVE COMPANY IN 2022 & 2024
Slide 9: Brand Truth, Human Truth, Cultural Truth
BRAND HUMAN Point of View TRUTH TRUTH Idea CULTURAL Execution TRUTH
Slide 10: Culture as a Differentiator Is Important
CULTURE AS A DIFFERENTIATOR IS IMPORTANT WHETHER YOU LOOK AT PERCEPTION, EFFECTIVENESS, OR BUY RATES, IT’S CLEAR BEING CULTURALLY RELEVANT BRINGS NEW USERS INTO OUR BRANDS
Slide 11: How We've Put This Into Action
HOW WE’VE PUT THIS INTO ACTION
Slide 12: Taste Superiority Makes It
TASTE SUPERIORITY MAKES IT
Slide 13: Nearly Every Delivery Comes With Celery Only 14% Want
AND NEARLY EVERY DELIVERY COMES WITH CELERY THAT ONLY 14% OF PEOPLE WANT
Slide 14: Slide 14
Slide 15: Video Playing In Room
Video Playing In Room 89
Slide 16: 1 Billion earned media impressions
Brand perception scores amongst Gen Z & Millennials INCREASED DOUBLE DIGITS 1 BILLION earned media impressions in 2 weeks SOURCE: SMUCKER INTERNAL BRAND HEALTH TRACKER. SMUCKER INTERNAL MEDIA REPORT 90
Slide 17: But that's only the beginning…
But that’s only the beginning…
Slide 18: Frank's RedHot & Jif Big Game Brand Engagement
DATE: Friday, Feb. 2, 2024 SUBJECT: Frank's RedHot & Jif Big Game Brand to Brand Engagement ® ® ® We loved the Jif x celery ad, and ® we'd love to suggest Jif + Frank’s RedHot® + celery during the game. 92
Slide 19: Video Playing In Room
Video Playing In Room 93
Slide 20: This Was All Free Media for the Jif Brand
THIS WAS ALL FREE MEDIA FOR THE JIF BRAND ® 94
Slide 21: Launched 1st National Media Campaign
Launched 1st National Media Campaign Featuring the Bread Brothers TM
Slide 22: Real-Life Brothers to Drive Brand Awareness
REAL-LIFE BROTHERS TO HELP US DRIVE BRAND AWARENESS
Slide 23: New Buyers and Sales Growth
+4M new +14% $ sales buyers growth #1 category dollar +3 pts of Household share growth Penetration SOURCE: SMUCKER INTERNAL CIRCANA PANEL DATA AND MULTI-OUTLET SHARE REPORT 52 WEEKS ENDED NOVEMBER 03, 2024.
Slide 24: The World Is Better with More Dog in It
The world is better with more dog in it More Dog campaign feeds on culture
Slide 25: Video Playing In Room
Video Playing In Room
Slide 26: The World Is Better With… A Fake Trailer
D P A MODERN DAY TREAT CUTE A fake trailer
Slide 27: Applying Our Proven Playbook to Accelerate Growth
APPLYING OUR PROVEN PLAYBOOK TO ACCELERATE GROWTH Broadened the Audience ALL SWEET SNACK BUYING MILLENNIAL HOUSEHOLDS PARENTS GEN Z & MILLENNIALS C-STORE MALES
Slide 28: Suite of snack brands ingrained in culture
105 years ago, a suite of snack brands were created that have become everyday vernacular & permanently ingrained in culture
Slide 29: Listen up. Here at Hostess
Listen up . Here at Hostess, we have 105 years of carrying tasty snacks on our backs. ® Which means they’re packed with flavor that hits you in the face like . We can bet you dollars to that they’re better than whatever the heck else you’re eating for breakfast. Yep, these -les of joy are just that
Slide 30: We Speakie Snackie
WE SPEAKIE SNACKIE Video Playing In Room
Slide 31: You Deserve Something
YOU DESERVE — SOMETHING
Slide 32: Cravings Are Calling
CRAVINGS ARE ., CALLING. ..
Slide 33: Hostess Creative Platforms
HOSTESS CREATIVE PLATFORMS
Slide 34: Hostess Creative Platforms
GRAB A SNACK ay or a A IN YOUK EYE. WE SPEAKIE SNACKIE
Slide 35: TM TM
~ me Hostess
Slide 36: Our Approach
OUR APPROACH DRIVE GREATER EFFECTIVENESS IN AN EVER-CHANGING MEDIA LANDSCAPE THAT WE CAN UTILIZE ACROSS OUR PORTFOLIO
Slide 37: Media Landscape Continues to Rapidly Evolve
MEDIA LANDSCAPE CONTINUES TO RAPIDLY EVOLVE Shifted our thinking from the traditional purchase funnel to creating a cycle of awareness, consideration & conversion
Slide 38: Diversified & Sophisticated Mix
DIVERSIFIED & SOPHISTICATED MIX Allowing us to plan investments holistically FY25 CHANNEL MIX Includes National & RMNs At Least a 60/40 Digital 90% Split Between AWARENESS & TV 10% CONVERSION
Slide 39: Strong Media Results
STRONG MEDIA RESULTS The strategy is working ROI LIFT SALES FY24 MORE WEEKS INCREASE EFFICIENT & FOLLOWING RELEVANT KEY LAUNCH YOY REACH
Slide 40: Recognizing Excellence
RECOGNIZING EXCELLENCE of our Brands & Company in Media, Effectiveness, Innovation & Creative 2019 2020 2021 2022 2023
Slide 41: We Have Built a World-Class Marketing Model That Works
WE HAVE BUILT A WORLD-CLASS MARKETING MODEL THAT WORKS
Slide 42: The J.M. Smucker Co. Investor Day
THE JM. SMUCKER Co INVESTOR DAY
Slide 43: Forward-Looking Statements
FORWARD-LOOKING STATEMENTS This presentation contains forward-looking statements, such as projected net sales, operating results, earnings, and cash flows that are subject to risks and uncertainties that could cause actual results to differ materially from future results expressed or implied by thos
Slide 44: Additional Information
ADDITIONAL INFORMATION The J.M. Smucker Co. is the owner of all trademarks referenced herein, ® except as set forth below and ® for Dunkin’ , which is a trademark of DD IP Holder LLC. The Dunkin’ brand is licensed to The J.M. Smucker Co. for packaged coffee products sold in retail channels such as g
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