Hero with no preroll; inline video both way

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The marketing splash is unprecedented for Dr. Praeger’s, founded 25 years ago by two heart surgeons and now run by the second generations of both their families. Traditionally, its campaigns have been “very trade specific and somewhat tactical,” Cantor said, focused almost solely on in-store collaborations with retailers, as well as some consumer-centric digital and social media outreach.

The time was right “to go after a wider audience,” beyond vegan and vegetarian loyalists, said Cantor, a 15-year veteran of the natural and organic food space, noting the uptick in consumer interest in plant-based eating.

The marketing splash is unprecedented for Dr. Praeger’s, founded 25 years ago by two heart surgeons and now run by the second generations of both their families. Traditionally, its campaigns have been “very trade specific and somewhat tactical,” Cantor said, focused almost solely on in-store collaborations with retailers, as well as some consumer-centric digital and social media outreach.

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The time was right “to go after a wider audience,” beyond vegan and vegetarian loyalists, said Cantor, a 15-year veteran of the natural and organic food space, noting the uptick in consumer interest in plant-based eating.

Publish date: October 2, 2020 https://dev.adweek.com/agencies/video-before-change-hero-type-video/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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