Conagra Brands Puts Consumers at the Center of its Business Transformation with Salesforce

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Maker of brands such as Marie Callender’s, Birds Eye and Healthy Choice unifies its sales, service and marketing on Salesforce to get a 360-degree consumer view

Salesforce, the global leader in CRM, announced that Conagra Brands, Inc.—one of North America’s leading branded food companies—is using Salesforce to enable real-time, integrated customer engagement and put its consumers at the center of its business transformation.

Conagra has a rich, 100-year heritage of making great food. Today, Conagra is a branded food company managing dozens of well-known brands including Marie Callender’s, Bird’s Eye and Healthy Choice, supported by approximately 17,000 employees. In order to scale and meet the needs of its consumers and retailers, Conagra selected Salesforce as its strategic partner to create a 360-degree consumer view across its business.

“Our goal in this new era is to fulfill what consumers want in a smart and simple way,” said Mindy Simon, CIO, Conagra. “We know that consumers have so many choices available to them when it comes to food—it’s critical that we enable real-time, integrated engagement to ensure relevance across all of our brands. Salesforce allows us to engage with our consumers with the right content in the right context at the right time.”

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Conagra unified its sales, service and marketing on Salesforce to integrate its consumer data on one CRM platform and streamline communication across every consumer touchpoint. Now, Conagra is able to deliver highly relevant and personalized experiences, whether a consumer contacts Conagra’s consumer care team or posts about a Conagra brand on social media. In addition, the company can proactively engage consumers with personalized marketing across email, social and digital advertising, reaching them with information related to a brand, topic or trend they’re interested in, such as health and wellness, managing diets with low sugar or high protein and more.

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“Consumers don’t care whether they are talking to a customer service agent, a salesperson or an executive—they just want a great brand experience,” said John Strain, SVP, retail and consumer goods, Salesforce. “Conagra is combining advanced customer insights with real-time engagement, across multiple channels and brands, to engage with customers in more meaningful ways that, as a result, build loyalty and relevance.”

Conagra is driving digital transformation with Salesforce Sales Cloud, Service Cloud and Marketing Cloud, along with the Salesforce Marketing Cloud Google Analytics 360 integration, which provides deeper insights into how Conagra’s campaigns are driving engagement.

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