55 episodes

CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Director of Accounts), answer the questions that our clients most often ask about creating better marketing campaigns.

They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.

CPG Insiders Mark Young, Robb Taylor

    • Business
    • 4.8 • 8 Ratings

CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Director of Accounts), answer the questions that our clients most often ask about creating better marketing campaigns.

They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.

    Sustainability, Inflation, Looking Ahead - an Interview with Julie DiNatale - Ep. 55

    Sustainability, Inflation, Looking Ahead - an Interview with Julie DiNatale - Ep. 55

    Content Outline:
    1. Segment 1: Organic Farming (costs, results, future casting)
    2. Segment 2: Can you leverage this into messaging for brands?
    3. Segment 3: With continued inflation hitting these “more expensive” brands what does that look like in the future?
    Julie DiNatale has been working in sustainability and agriculture for over two decades and is Truterra’s Commercial and Strategic Partnerships Leader. Julie has been involved in the emerging ecosystem services markets and regenerative agriculture programs across North America. Prior to joining Truterra, Julie worked for Corteva Agriscience, an ag tech start-up, consulted for large agribusinesses, and was an ag-sector analyst for a sell-side Wall Street firm. Before her career in agriculture, Julie spent a decade in sustainability, health, and safety for a large chemical manufacturer. Julie grew up in Western New York where she spent summers on her cousin’s dairy farm. Julie earned a B.S. from Michigan State University’s College of Agriculture, and an M.S. in Environmental Science from the University of Rochester.

    Website: https://www.truterraag.com/
    LinkedIn: https://www.linkedin.com/in/juliedinatale/
    Twitter: https://twitter.com/juliedinatale4

    • 45 min
    Saving Your Product from Being De-Listed – Ep. 54

    Saving Your Product from Being De-Listed – Ep. 54

    Content Outline:
    Segment 1: One Shot at a First Impression.  Nielsen and IRI Data makes failure public.  Operating at a loss, before you even get started.
    Segment 2: Which Products Can Survive and Which Ones Can’t.  This is no time for Brand Building.
    Segment 3: What Retail Survival Requires
    If you want to learn more about saving your product from being de-listed you can contact us through jandhlabs.com.
    We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself. 

    • 20 min
    State of Our Health - an Interview with Dr. Sarah Marion - Ep. 53

    State of Our Health - an Interview with Dr. Sarah Marion - Ep. 53

    Content Outline:
    Segment 1: COVID – How it took over our lives over the past 2 years.  How the population has moved to 30 percentages of the population claiming anxiety.  Macro shifts / large scale changes from pre-pandemic times.  Waves of the pandemic have shown changes in behavior.
    Segment 2: For CPG companies, more people now are engaged now with nutrition to the tune of 12 million more people who were not focused on eating healthy or shopping healthy before COVID.  Mindfulness / stress relief has been a slow steady rise as well, how people are dealing with the stress of the Pandemic.  Good news for health focused brands.
    Segment 3: Sources of Influence – Dr. Marion goes into some detail on how Murphy Research goes about gathering the data, and how some of the small details of this data.  Post Pandemic, people are turning more to digital influence than they ever used to.
     
    Sarah Marion, Director of Syndicated Research, joins Murphy Research with experience in both syndicated and custom research. With a background in cultural anthropology, Sarah excels in triangulating between different types of data, connecting the dots to build compelling stories from primary qualitative and quantitative research and secondary sources. Before joining Murphy Research, she led The Hartman Group’s syndicated research program, and she has special expertise in food and beverage, CPG, health and wellness, sustainability, the natural and organic market, and shopper insights. Sarah has led a wide variety of projects, but has special expertise in qualitative methods, longitudinal trackers, and trends research. She holds a Ph.D. in cultural anthropology from Indiana University.
    Website: https://murphyresearch.com/
     

    • 50 min
    Difference versus Distinction - Marketing by Indication – an Interview with Siena Dexter - Ep. 52

    Difference versus Distinction - Marketing by Indication – an Interview with Siena Dexter - Ep. 52

    Content Outline:
    Segment 1: Siena tells us about where she is and what they do. she does. They have found a way to use data to help their clients understand the unpredictable. They work specifically with brands that want to learn about how their brands move in market. Consumer test / quantitively testing – how well the story that they are telling is doing.
    Segment 2: Buying decisions are made with the unconscious mind, not the conscious mind. How do you tap into that unconscious behavior? Siena gives us some examples of how impactful the package design and creative can be. This is the entire reason clients come to Siena’s company, how to perform well on shelf.
    Segment 3: Mark goes into some detail on NLP. How salespeople use tools like NLP to get through to your unconscious. How the consumer is the most important person in their world, so you as the brand or marketer need to remember that.
    Difference versus distinction. Marketing by indication – 80% of people buying CPG are buying by indication. Customers don’t care about your heritage / product, anything unless you hook them in 3 seconds.

    Website: https://www.smashbrand.com/
    LinkedIn: https://www.linkedin.com/in/siena-dexter-8a04a265/
    We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.
     
     

    • 52 min
    What Kind of Entrepreneur are You? - Ep. 51

    What Kind of Entrepreneur are You? - Ep. 51

    Segment 1: The guys dig into the two distinctive styles of entrepreneurs that there are.  Understanding WHO you are, can help you understand which type you might be, and plan to be successful.  You will always function at your best when you are being true to yourself. 
    Segment 2: Elon Musk – Hard Core Risk Taker – type of entrepreneur.  Mark goes into a little detail on the background and the history of Elon Musk, and how he continued to bet on himself in areas that had nothing to do with where he was before field wise.  Musk gains purpose and value out of WHAT he is doing, the grind is his purpose. 
    Segment 3: Richard Branson – Risk Mitigator – type of entrepreneur.  Justin and Mark explain how being risk averse, or a risk mitigator can look like a risk taker, but it is not true.  Mark goes through some examples of how he mitigates risk in areas when he runs into risk in some of his more dangerous activities. 
    Key Take-aways - Surround yourself with people who know what they are doing.  Figure out WHO you are, lean into that, and play that hand of cards.   
    We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself. 

    • 31 min
    Should I sell, When do I sell, How do I sell? - an Interview with Ryan Lewendon - Ep. 50

    Should I sell, When do I sell, How do I sell? - an Interview with Ryan Lewendon - Ep. 50

    Today's Show - 
    Segment 1: There is Doom and Gloom in the air. Just listen to the news these days, it would be very easy for people to get depressed with everything going on. But despite all that, it is still a great time to be alive, and be in business. There are fortunes to be made. Labor shortage, customer service, figure out how to deliver these – and you could be a super star.
    Segment 2: We meet our Guest Ryan Lewendon (Bio below), who gives us a short breakdown of where he has been and how he got into this business. Big companies are not innovating, and customers are not looking to big companies for innovation. Ryan talks top mistakes that owners make when they start their companies. If I am selling my CPG company, do I need to hire a brokerage to do this?
    Segment 3: Getting involved with a cause, or taking a political stance – does that limit my acquisition opportunities? It is far more important to be passionately desired by a small group of people than to have name recognition with the masses. Market Size, Velocity, Profitability. Non-compete agreements after the sale.

    If you want to learn more about anything you heard here, you can contact us through jandhlabs.com.
    Website: https://gllaw.us/who-we-are/
    Instagram: #ryanlewendon
    We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.
    Ryan Lewendon is a Partner at Giannuzzi Lewendon, a premier boutique law firm that focuses on the representation of privately-held, high-growth consumer products companies. Prior to joining Giannuzzi Lewendon in 2011, Ryan was an associate at Donovan & Giannuzzi LLP.
    Since 2007, Ryan has focused his practice on helping innovative consumer products entrepreneurs grow their companies by navigating both the day-to-day hurdles and the tent-pole obstacles and opportunities a consumer products company must navigate on its way towards an acquisition.
    Ryan has assisted hundreds of companies structure and negotiate their distributor, broker and supplier relationships, employee incentive programs and advisory networks, and celebrity/influencer endorsements and promotional partnerships.
    Ryan has advised clients through financing transactions at every stage of their growth cycle – from angel investments to rounds with institutional investors. He has recently assisted clients in exit transactions with acquirers such as Coke, Pepsi, General Mills, Boulder Brands, Group Danone, Bacardi, General Mills and others.
    Ryan grew up in Hamden, Connecticut. He received a M.S in Molecular and Cellular Biology from Tulane University and a J.D. from Brooklyn Law School, where he was a member of the Moot Court Honors Society’s Sports Law team. When he isn’t busy helping bring emerging brands to the mainstream, he is an avid runner, reader, and raconteur. He resides in Manhattan, New York.

    • 50 min

Customer Reviews

4.8 out of 5
8 Ratings

8 Ratings

Rosie Burns ,

Love this podcast!

Mark and Justin are awesome. As a young entrepreneur launching a new CPG brand I highly value their insights, wisdom and advice. They make me laugh along the way too. I learn something new every episode. Keep it up guys!!!

tatebusby ,

Worth the listen!

These guys obviously know their stuff, super useful!!

didjebro25 ,

Best CPG Podcast out there

I find these guys go way more into cases and real-world situations while also approaching topics from a more analytical mindset than most. Highly recommend!

Top Podcasts In Business

Ramsey Network
iHeartPodcasts
NPR
Andy Frisella #100to0
Guy Raz | Wondery
Jocko DEFCOR Network

You Might Also Like

Startup CPG
New York Magazine
The New York Times
Guy Raz | Wondery
Crooked Media
The Economist