00:00I think that as a CMO, staying relevant is always a challenge.
00:04I think that we are famous for having the shortest tenure in the C-suite and I think it's because
00:10it's number one a very tough job and number two a lot of us actually trade up so I like
00:15to think
00:15that you know that's not not always a bad thing. Our brand purpose is to lighten the mental load
00:26of the household COO. We like to say that we take care of the groceries so you can take care
00:31of life
00:31so we're always thinking about how to make it easier and how to deliver your groceries with care.
00:38One of the big insights we had this year was that a barrier for many to trying online groceries
00:43idea that how could anyone possibly pick out the perfect banana or avocado and get the right ripeness
00:49or the perfect marbled piece of beef and we thought about okay there's an insight here of how we could
00:55serve our customers better and we looked at all the different notes in our app and we saw that the
01:00item that had the most hand-typed notes was bananas. Over 20 million hand-typed notes about bananas
01:06and we've sold over a billion bananas so we realized okay we clearly need to meet this need a little
01:12bit
01:12better so we developed a tool called a preference picker that enables you to indicate what ripeness
01:17you want your banana or your avocado or now for summer peaches. When we launched that feature we wanted to
01:23go loud and really stand for quality and care so what better opportunity to do that than the super bowl
01:29so we ended up making a somewhat unhinged uh euro pop 80s style music video about finding the perfect
01:38banana with Benson Boone and Ben Stiller and that work which was in a word bananas and was just awarded
01:45to
01:46Cannes Lions and it's our first ever time winning a Cannes Lion so really exciting and meaningful in terms of
01:53validating that creative choice and also exciting because we saw incredible business results and
01:59huge adoption of that preference picker so if preference picker was about making sure that
02:04you got the perfect banana we now want to think about how can we go upstream and not just get
02:10you
02:10exactly what you're ordering but actually make ordering a lot easier because yes getting your groceries
02:15delivered is helpful but it's still pretty hard to decide what to have for dinner every night for the
02:21rest of your life or to figure out how to help your child get more protein at breakfast so we
02:25started
02:25thinking about how can we kind of move upstream and help solve those kinds of questions more holistically
02:31so actually just last week we rolled out the majority of our users an AI assistant that helps build your
02:38cart and you can ask it any of these questions you can ask it you know i'm planning a dinner
02:42party and
02:43four people are vegan and four are not what can i make that will be good for everyone or you
02:48know what
02:49should i feed my my son for breakfast that's going to get protein and calcium in his little body what
02:53i love about this tool is that it has a huge functional benefit of course it's making it faster
03:00and easier to decide what to order what to put on the table including discovery of recipes and meal plans
03:06and things like that but it also has a real emotional benefit because if you're having a fight every day
03:12at breakfast or every sunday night you're stressing over what to make for your family for dinner we can
03:17actually start to make that easier and really take that work off the table so that you can enjoy all
03:24the good things about meals with your family as a cmo i think it's critical that we stay on top
03:31of
03:31not just consumer trends but also technology trends and really like making sure that we are fluent in in
03:40many different languages the language of culture the language of data the language of our cfo and wall
03:45street and those are the things that we have to be the master of and just as we seek to
03:49understand
03:50our audience when we market we have to understand our audience in the c-suite in the boardroom and beyond
03:56and that is a a never-ending job so whether it's right now with the changing tides of ai or
04:02you know
04:03all the previous waves social media etc and we're always having to learn new skills but i like to think
04:09that's what keeps us keeps us sharp and keeps us curious so really grateful to have the opportunity
04:15to tackle this next wave of challenges
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