The CPG Guys are joined in this episode by Jenny Holleran, VP Media Insights & Incentives at Kroger Precision Marketing / 84.51 and Mariama Kamanda, Associate Director Data & Analytics at Barilla Group.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Follow Jenny Holleran on LinkedIn at:

Follow Kroger Precision Marketing online at: http://krogerprecisionmarketing.com

Follow Mariama Kamanda on LinkedIn at: https://www.linkedin.com/in/mariama-k-93303083/

Follow Barilla Group online at: https://www.barillagroup.com/en/

Jenny and Mariama answer these questions:

1. Mariama, Brands are facing a lot of uncertainty today – both from economic uncertainty and from changing shopper habits. How are CPG brands navigating some of that consumer volatility they’re facing today?
2. Mariama, One of the big changes in CPG is the shift in people’s diets. People are looking for functional ingredients and higher-protein meals. Tell us about Barilla’s Protein Plus line and some of the challenges you’ve faced.
3. Mariama, And how did access to retail data play a role in bringing back shoppers?
4. Jenny, How is access to retail data changing the way brands think about media planning?
5. Jenny, Can you explain more about what goes into crafting those audiences inside Collaborative Cloud?
6. Jenny, How do you decide when a brand is ready to use the Collaborative Cloud? Is there a maturity level or data mindset that makes this work better?
7. Mariama, We understand that your campaign to bring people back to Protein Plus included multiple digital tactics—onsite media, digital coupons, social media, offsite display. What did you learn about the effectiveness of using purchase based audiences?
8. Mariama, What has been the internal conversations at Barilla sparked by the testing and work you’ve done with Kroger? Any learnings on internal alignment within CPGs?
9. We’re at the end of the week in Cannes? What has been the most surprising or exciting topic you’ve heard this week?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Heather Land, Senior Director of Grocery Merchandising at Dollar General which strives to make shopping hassle-free and affordable with more than 20,000 convenient, easy-to-shop stores in 48 states.

Follow Heather on LinkedIn at: https://www.linkedin.com/in/heather-land-97382817/

Follow Dollar General on LinkedIn at: https://www.linkedin.com/company/dollar-general/

Follow Dollar General online at: https://www.dollargeneral.com/

Heather answers these questions:

1. Please introduce yourself and tell us about your background and experience. What motivated you to transition from foodservice to Retail?
2. How would you explain Dollar General to someone who is unfamiliar with the retailer?
3. How do you see DG’s role in the food and beverage category?
4. Are your food customers motivated primarily by convenience, value, assortment or some other factor?
5. Given DG’s expansive footprint, how are you using that to make a positive impact when it comes to providing for and serving others?
6. What are some recent examples that illustrate impact?
7. And to further your reach of Serving Others, you’re now offering delivery services, too. Can you expand on that?
8. As you look at the company’s consumables mix, where do you see room for innovation and expansion?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPGGUYS are joined in this episode by Emily O'Hara, VP Global Head of Brand and Media at eBay and Lisa Clunie, co-founder & CEO of the agency Joan. This episode focuses on the partnership between an agency and how a relationship with a brand helps develop its long term equity.

This episode was recorded at the 2025 Cannes Lions International Festival of Creativity.

Find Emily O'Hara on Linkedin at :

Find Ebay on Linkedin at :

Find Lisa Clunie on Linkedin at :

Find JOAN on Linkedin at :

Here's what we asked them :

1. Emily - Most people don’t immediately think of eBay in the CPG context. How are you shifting that narrative, and where does eBay fit in the modern commerce ecosystem?
2. Lisa - How do you approach brand storytelling differently for platforms like eBay, where community and culture play such a big role?”
3. Both - What makes the eBay + JOAN partnership successful? How are you aligning around bold ideas while staying rooted in performance? What does success look like for you both? What are the KPIs that matter when you’re balancing storytelling with commerce?
4. Emily - How does brand voice show up on a marketplace like eBay? What does authenticity look like there? Can you share an example where storytelling, brand identity, and commerce came together really well on the platform?
5. Lisa - How do you navigate brand control in a space like eBay, where sellers drive so much of the listing content and experience? What advice do you give them as you navigate creative?
6. Emily - What insights have surprised you the most about today’s eBay shopper, especially from a CPG or lifestyle brand lens?
7. Lisa - Are there tools or strategies you’ve used to show that non-traditional retail exposure drives long-term brand health?
8. Both - How do you both see the role of marketplaces like eBay evolving in the future of CPG and brand marketing?
9. Lisa – the future is already upon us, AI is here in practice? How does it impact creativity and personalization?
10. Emily – how are you thinking about responsible AI for eBay and ensuring consumer trust as they use the platform?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.