Kellanova’s Charisse Hughes Talks ‘Ideation Factory’ Strategy

Charisse Hughes, Kellanova

CGT‘s sister brand, the Path to Purchase Institute, recently held its Retail Media Summit in Rosemont, Illinois. During the conference, the keynote began with presentations from three high-level executives at Kellanova, Happy Products and Albertsons. 

During a conversation with Lisa Johnston, P2PI editorial director, Charisse Hughes, Kellanova SVP & chief growth officer, described how the consumer or shopper is at the heart of everything they do.

She said her organization has leaned into innovation by creating an “ideation factory,” which standardizes the way it brings products to market. (Health & wellness and sustainability are also pillars.)

“Creatively, we’re starting with data,” Hughes said. “We acknowledge that and make a commitment to data as an asset.” The focus is on creating value for consumers and aligning with brand values.

Moving on to the customer journey, Hughes said Kellanova goes well beyond the traditional, and beyond transactions. “How do we lean into culture?” she offered as an important point.

Hughes presented multiple examples of how Kellanova keeps its brands top of mind.

Among them was the activation surrounding the Pop-Tarts Bowl, a Pringles/Crocs collaboration, and leveraging a TikTok video that paired Pringles with caviar.

“We’re really leaning into culture in a variety of ways,” Hughes said.

She added that Kellanova focuses on understanding where the consumer is shopping. “We have to be where they are with the right message.”

She described how they are identifying high-value audiences with clean room technology, providing an example of how they executed creative separately for brand lovers and price sensitive shoppers.

“We have to have the right data, understand the data and talk to consumers,” Hughes said.

Ten years ago, Kellanova committed to first-party data with its Kellogg Family Rewards. “Since then, we have put the brands at the center of our conversation,” she said.

Hughes discussed how Kellanova leverages AI to make sure its creative is effective. Additionally, the AI is focused on the digital shelf for consistency and high quality. And, the company serves the customers with predictive AI.

As it strives to make retail media part of its broader strategy, Kellanova has reorganized its teams into “full-funnel” teams, Hughes said. “All these folks are at the table.”

In closing, Hughes offered advice on leadership. Among her points:

• Poise and professionalism under pressure is important.
• It’s critically important to balance hard truths with optimism.
• Control the controllables.

“Our North Star is to be a snacks-led powerhouse,” she said.