Shopper Marketing - May 2016 - 44


HALL OF FAME PROFILE: TONY DUNNING

it; the brand folks too; everyone has different agendas. But there's magic in shopper
marketing. When I started at Jack Link's, my
message was consistent: It's not "his shopper
marketing" or just "her department." We all
are shopper marketing. We all - and that includes everything from brand to sales to R&D
- must embrace shopper marketing as a point
of true transaction with the shopper.
What brought you up to Jack Link's?
DUNNING: I was really intrigued about getting back to something that's family-owned,
privately led and smaller in scale yet has the
dynamic of growth. Growth is fun. Jack Link's
is the brand leader and the category leader
in this space. But Troy (Link) has put a lot of
innovation and R&D work in place, so even
though the company is 30 years old this year,
he'll tell you that we're just getting started.
It was just the right time to be able to jump
onto something like this.
A lot of national players seem to be coming
into jerky and meat snacks space.
DUNNING: There's ConAgra with Slim Jim,
obviously; Hershey, General Mills, even Tyson
now with Ballpark Jerky. It all adds credibility
to the category, to be sure. Keep in mind there
are 475 jerky companies out there, so it is very
fragmented.
What are your retail priorities now?
DUNNING: It's been an amazing year. We
were brought up in the c-store business and
it remains a super-important channel for us,
obviously. And yet there's so much more we
can do. The biggest structural change that
44

y SHOPPER MARKETING MAY 2016

we made was putting direct selling teams
in place with customers like CVS, Walgreens,
H-E-B, Meijer and Kroger. Now, you can't go
direct with everybody, just like you can't do
shopper marketing with everybody. But we
shifted to focus on the key customers we have
today and then others that we knew could
provide a lot of growth and category expansion.
How do you see shopper marketing
changing over the next five years?
DUNNING: With omnichannel and digital
coming into play, I think we're just scratching



Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
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