Fast 5 with Seb Brandt. CMO, Inghams Group Limited
This month, we are in conversation with Inghams Group Limited CMO, Seb Brandt sharing how the brand has altered their long and short term strategic balance over the past months with a dip into what the future holds and creative inspiration from the most creative Out of Home campaign he has seen this year.
Where did your passion for marketing come from?
I can actually remember this quite clearly. When I was 15 years old, I was on holidays in Thailand with my family and met a guy called Rob Strohfeldt. He worked with Saatchi and Saatchi at the time and he inspired me to get a marketing degree as a pathway to working in advertising. When I finally got my degree and turned up to Saatchi’s for work experience, I realised then that I really wanted to be a marketer and not an ad man!
How have you altered your long/short-term strategic balance over the past 6 – 8 months?
As Covid has led digital transformation, Inghams has moved quickly to enhance our online presence especially in our B2B area. This part of our business has doubled, along with our availability of pack sizes and quality of our visuals in this medium.
“Behind the Glass” sales (deli etc) have abated as “TrayPack “sales have increased, forcing us to be agile in our decision making in response to market changes. Production and distribution capacity and assurity, in the face of possible Covid constraints is now a primary consideration.
Are there any behaviours you’ve adapted through Covid that you would like to keep up on the other side?
It’s hard to believe that Covid will just “go away”. As such, we have to strongly consider just what is the “new normal” and keep adjusting our business accordingly. Also, I think the standard five day “work in the office” week is a thing of the past. Finally, as mentioned earlier, fast, agile decision making is now a prerequisite for business.
Generally speaking, how does Inghams see Christmas 2020 panning out?
We predict a particularly strong Christmas season this year as the demand for indulgence and pre prepped meals continues to increase. Secondly, with Christmas on a Friday, we expect to see a sustained buying pattern throughout the 10-day Christmas period.
What’s the most creative Out of Home campaign that you’ve seen this year and why?
I really like the McDonalds day part Out of Home campaign they have been running, particularly the execution below where the creative is customised to the actual Billboard and when it’s viewed. The shadow moves in line with the time of day, pointing to an appropriate meal solution – very clever.
What are you looking forward to most in 2021?
In 2021 I am looking forward to getting back into mass participation sporting events like Road Bike Tours, Half Marathons etc. and not letting the training go to waste. Other than that, simply to enjoy being employed, and having a happy healthy family.