ConAgra campaign instills pride in employees

Since ConAgra completed an image makeover in June, it has targeted employees, not customers or investors, with the highest volume of marketing. The goal is to build a network of informed employees who will advocate for company brands, supermarket staples such as Healthy Choice, Hunt’s, Chef Boyardee and Peter Pan peanut butter.

“I think it helps, just in terms of employee familiarity with what we’re working on,” said Teresa Paulsen, a company spokeswoman. “Even if somebody doesn’t work in a (research and design) lab, they can talk about our innovation and products with friends and family.”

Omaha.com