Hillshire Farms Ready To "Place Mobile Bets"
So, why hasn’t mobile “hit” for CPG brands? “It’s really about risk,” according to Liz Ross, President of BPN North America. Risk, she meant, of the many things that can go wrong when brands experiment with new, untested media channels. The greater risk, though, is missing the mobile train, Ross told attendees of MediaPost’s Mobile Insider Summit on Wednesday. Those brands unwilling to adopt mobile “run the risk of being boiled frogs,” she said. “With things that happen slowly [like the growth of mobile] we’re less attuned to notice.” Remarkably, David Ervin, Director of Integrated Marketing at Hillshire Farms, admits that he’s one of the industry’s boiling frogs. “We probably move slower than anyone,” he said of the pace of innovation at Hillshire Farms. But, Ervin doesn’t want to go out like that. “We’re trying to find some places where we can place some bets,” he said on Wednesday.