CPG brands have been gaining new buyers as most of the food dollar has remained in the home during the COVID-19 pandemic. An unintended consequence has been a total focus on keeping the shelves stocked with the most popular SKUs and suspended promotions. IRI’s Jennifer Pelino, EVP Omni Channel Media and Nishat Mehta, president of IRI Media, explain why advertising and innovating during the current crisis is critical to the future success of brands.