J.M. Smucker, the food and beverage giant backing brands such as Smucker’s jelly, Jif peanut butter, Folger’s coffee, and Twinkies, is using marketing and communication measures to bring together its workforce and grow its next $1 billion brand. Since being named CEO in 2016, Mark Smucker has put a premium on communication, viewing it as a means of maintaining a competitive edge.
Smucker has maximized its brand marketing strategies to build rapport with external audiences. Partnerships with athletes who consume Uncrustables in large quantities, such as the Baltimore Ravens, have provided a genuine method to reach new consumers. Collaborations with the NFL-playing Kelce brothers have also significantly boosted product visibility.
Mark Smucker speaks highly of these partnerships, citing an instance where Travis Kelce’s frequent consumption of Uncrustables led to brand promotion on three of their podcast episodes. Smucker emphasizes that this was an organic partnership and gave the brand great exposure.
Speaking on employee engagement, Mark Smucker says that continuous interaction and communication are critical. Around two-thirds of its 9000 employees, largely from a newly-opened plant, are stationed in manufacturing centers. Smucker relies on internal communication platforms, site visits, regular town hall meetings, and managerial communication to keep these staff members involved.
Looking ahead, Smucker’s $5.6 billion acquisition of Hostess in 2023 has necessitated detailed communication strategies. Smucker believes in the importance of transparency and communication in successful integrations, stating “if every employee understands what our strategy is, then we will continue to win.”
Source: J.M. Smucker CEO says marketing will make Uncrustables a $1 billion brand.
