Brew Markets Hungry for Data at Kellanova & Bath and Bodyworks Circles the Drain
Nov 21, 2025
Sharice Hughes, Chief Growth Officer at Kellanova and an expert in brand and marketing analytics, discusses the transformative power of AI in marketing. She highlights how Kellanova utilizes advanced analytics for deeper consumer insights while retaining human creativity. The conversation also delves into the importance of data ownership in the era of agentic commerce and critiques branding missteps, exemplified by Cracker Barrel's changes. Additionally, she touches on evolving food industry trends and consumer trust in brands over traditional media.
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Creative Scoring Drives Measurable ROI
- Kellanova uses AI to score creative assets and optimize marketing decisions across many dimensions.
- The system achieves ~83% scoring accuracy, boosts profit ROI by 11%, and cuts work from ~100 hours to ~10.
VidMob Partnership Automated Creative Choices
- Sharice recounts partnering with VidMob to score creative and automate 20,000 creative decisions.
- That work improved effectiveness, ROI, and slashed time spent on creative evaluation dramatically.
Unify Data With Clean Rooms
- Use clean rooms and first-party checkout data to build a unified view of shoppers with retailers.
- Segment consumers by value-sensitivity and tailor messaging to drive lifts (e.g., 9% and 36% lifts in the UK Special K case).