The CPG Guys are joined in this episode by Jenny Holleran, VP Media Insights & Incentives at Kroger Precision Marketing / 84.51 and Mariama Kamanda, Associate Director Data & Analytics at Barilla Group.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Follow Jenny Holleran on LinkedIn at: 

Follow Kroger Precision Marketing online at: http://krogerprecisionmarketing.com

Follow Mariama Kamanda on LinkedIn at: https://www.linkedin.com/in/mariama-k-93303083/

Follow Barilla Group online at: https://www.barillagroup.com/en/

Jenny and Mariama answer these questions:

1. Mariama, Brands are facing a lot of uncertainty today – both from economic uncertainty and from changing shopper habits. How are CPG brands navigating some of that consumer volatility they’re facing today?
2. Mariama, One of the big changes in CPG is the shift in people’s diets. People are looking for functional ingredients and higher-protein meals. Tell us about Barilla’s Protein Plus line and some of the challenges you’ve faced.
3. Mariama, And how did access to retail data play a role in bringing back shoppers?
4. Jenny, How is access to retail data changing the way brands think about media planning?
5. Jenny, Can you explain more about what goes into crafting those audiences inside Collaborative Cloud?
6. Jenny, How do you decide when a brand is ready to use the Collaborative Cloud? Is there a maturity level or data mindset that makes this work better?
7. Mariama, We understand that your campaign to bring people back to Protein Plus included multiple digital tactics—onsite media, digital coupons, social media, offsite display. What did you learn about the effectiveness of using purchase based audiences?
8. Mariama, What has been the internal conversations at Barilla sparked by the testing and work you’ve done with Kroger? Any learnings on internal alignment within CPGs?
9. We’re at the end of the week in Cannes? What has been the most surprising or exciting topic you’ve heard this week?

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