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Brand News
23 February
Meet the first indie retail media network
IGA, Ideal partner to bring together data from thousands of stores.

Photo by Gabrielle Ribeiro on Unsplash
Independent retailers will have an avenue to offer advertising through their ecommerce marketplaces, thanks to a new partnership.
The news: The Independent Grocers Alliance (IGA) and Ideal are partnering to create a retail media network that will bring together data and advertising from thousands of stores on a new platform. While housed within the chain IGA, the network will be available at no cost to all independent retailers.
How it works:
Ad placements will be offered both on-platform and off-platform.
CPG ads are co-branded with stores. These attract shoppers to digital circulars, which in turn drives traffic to a store.
Target audiences can be chosen across multiple retailers,
Additional features include savings, informational videos, sweepstakes, recipes and nutritional tips. These are designed to lift grocery shopper engagement, store traffic, and sales.
Measurement and reporting will include in-store traffic, ROAS, basket size, category growth and more. Measurement will cover from the first impression to the in-store purchase.
Key quote from IGA CEO John Ross: “When brands go to invest their media dollars, there is no reason for independent retailers to be left out. Already IGA and Ideal have one of the largest media properties in the United States, and we have proven that brand and shopper marketing teams at big brands want to invest in our stores. The Ideal network takes it to a whole new level, combining the negotiating power of thousands more independents to challenge anything national grocery chains offer.”
What it says about marketplaces and advertising
Rise of retail media: The ability to offer advertising on ecommerce marketplaces is changing the equation for CPG brands and retailers alike. Retail media networks that allow brands to place ads on grocery marketplaces use first-party data collected at the purchase level. This is particularly valuable at a time when privacy moves like Apple’s App Tracking Transparency are limiting advertisers’ ability to attribute sales across platforms. It has led to a massive expansion on sites from Amazon and Walmart to grocers like Kroger. Learn more.
Going indie: Retail media benefits from a critical mass of shoppers. When there is more traffic, there is more data. Targeting is more effective and that leads to more potential sales. Indie retailers may not have the high traffic of the largest retailers. However, IGA’s move to pool resources allows these grocers to access a network that brings similar advantages to those enjoyed by the giants.
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Marketing
17 March
Kellogg's takes inspiration from employees, Latin in snacks rebrand
Kellanova is now the parent of Pringles, Cheez-Its and Pop Tarts.
Photo by Jeff Siepman on Unsplash
Kellogg Company's snacks business is now Kellanova. Here are a few finer points about how the forthcoming parent of Cheez-Its and and Pop-Tarts arrived at the new name.
Last year, Kellogg announced plans to split its business into multiple companies.
Now, one company will have North American cereals like Frosted Flakes, Froot Loops and Rice Krispies under the WK Kellogg Co banner.
Another will have snacks like Pringles, North American frozen foods such as Eggo and plant-based brands like MorningStar Farms.
This week, Kellogg announced that the snacks business has a new name: Kellanova.
Here are the strategies that Kellogg employed that led to this name:
- Ask the employees: Kellogg Company asked employees for input on the name, and received 4,000 suggestions from 1,000 employees.
- Listen to the results: 20% of the employees suggested a variation of the W.K. Kellogg name, while other employees suggested that the name include "nova."
- Go to the root: "Nova" comes from the Latin word for new. CEO Steve Cahillane said it "signals our ambition to continuously evolve as an innovative, next generation, global snacking powerhouse."
As The Wall Street Journal reports, this is just the latest new company name to take a Latin root in recent years, as Kellanova joins GE Vernova, Mondelez and Altria. It's also among a number of spinouts being completed by corporations, joining GSK spinoff Haleon, J&J's Kenvue and a forthcoming company that will spin out of 3M.
Even with a name that emphasizes moving forward, Kellanova is keeping one element that is familiar: The logo still has the iconic cursive K. It will even get the boldly simple stock ticker symbol "K" to go along with it.
(Courtesy photo)
Even the WK Kellogg Co is combining the past and future. The company is seeking to position itself as a "117-year-old startup," even as it draws on the name and signature of the Kellogg's founder. There's even a more subtle hint about an unwritten chapter: The "Co" doesn't have a period.
(Courtesy photo)
To get to the future, you need to bring along a bit of the past.
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