Latest / Talk Commerce / CPG Marketing When Health Nutrition Stops Being a Niche with Catherine Hayden of Kate Farms
Transcript
- Isaac Morey (00:00.43) Rolling, okay. Could you start off just by saying your name, title and company? Catherine Hayden (00:06.646) Catherine Hayden, Chief Marketing Officer for Kate Farms. Isaac Morey (00:10.318) Awesome. Well it's great to see you again, Catherine. It's been a little while since ETAil Home Spring. What's new for Kate's Farms? Catherine Hayden (00:16.182) Yeah. What's new? The journey from Palm Springs to Boston. So since we met last, we have expanded distribution at retail. We are now opening 6,800 doors across Walmart and CVS with our high protein nutrition shake. We also have launched an additional flavor of high protein nutrition shake that took 800 variations to get right because we wanted the flavor to be exceptional. I wish I had some here. So I can get your feedback on it. And we're continuing to we launched our first ever brand campaign here for the champions with OTT investment. So I would say broadening access and awareness. Isaac Morey (01:03.778) Very cool. Could you tell us a little bit about here it's here for the champions? Catherine Hayden (01:07.244) Here for the champions. Yeah, so the idea and the insight behind that is six in ten Americans are living with a chronic health condition. So health needs is not something that's niche, it's the majority. And often what we've seen with folks that are going through some health journey is they are advocating for themselves, they are a caregiver advocating for someone, and we wanted to celebrate that. And so what you'll see is really a recognition of them and their journey. We're starting with a lot of user-generated content, testimonials and talking through the journeys that they've been on, the impact that nutrition has had, and really celebrating them in their real life moment and journey. Isaac Morey (01:54.926) Very cool. And you're giving a fireside chat today? Catherine Hayden (01:58.102) I'm giving a fireside chat, my first fireside chat, so hopefully you guys can come. I wish I had samples to also give out in that. And it is it's almost like a part two to E-Tail East, where I had the opportunity to be on a panel talking about authenticity at retail and shared a little bit about the Kate Farms brand. This will go into more details in that session. about the brand, what we are still holding true as we go into retail, what is changing, customer loyalty, and even some new AI tools that we're using as well. Isaac Morey (02:36.222) Okay, awesome. Well AI is definitely a big topic on our podcast and we've been running a survey at this conference actually, just asking people should companies use AI in generative AI specifically for their content creation and marketing? What's your take on that? Catherine Hayden (02:54.958) I think there is a role that AI can play as a collaborator, as a helping with the editing process, but the the origin, the responsibility, the ideas needs to be held by the company and the brand and needs to be authentic and true to that brand. I also on not so much on the content side where we are using AI is to help with speed of issue resolution. So we have an AI chatbot on KateFarms.com called Farmhand and it just helps access information that is already available on KateFarms.com for a customer much more quickly and effectively so that would be one way. Another new way that we're using AI is through a platform or partner called unwrapped AI and essentially it takes all of our All of our social platforms, Reddit, customer reviews, Amazon, post purchase surveys, and we can start to see trends where things that are working well and things that are friction points. And that's actually presented out on a weekly basis, which gives an awesome read across the entire landscape where we can identify issues quicker and solve them. Isaac Morey (04:15.918) Very cool. Well as we close things out I would just wanna you know be curious what are you most excited to share at your fireside chat today? Catherine Hayden (04:24.366) What am I most excited to share? I'm most excited to share the details of Kate Farms, what's important to us as a brand, and continuing authenticity as we expand into retail. I'm also excited for, there's probably many people here who haven't heard of Kate Farms and continuing to build awareness. Isaac Morey (04:46.552) Very cool. Well thanks for your time. Great seeing you. Catherine Hayden (04:48.812) Thanks for having me. Thank you.