CPG Has Shifted From Want to Need, Says General Mills' Brad Hiranaga

The company also plans to make ecommerce a top priority

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

Although the pandemic has brought great hardship to some sectors of the economy, such as hotels and restaurants, it has helped expand and accelerate others, like streaming services and food delivery.

The CPG industry falls squarely in the latter camp. In recent months, companies from Campbell’s to Smucker’s to Hormel Foods have reported an increase in sales following the rush to grocery stores to stock up on supplies.

For Brad Hiranaga, General Mills’ chief brand officer of North America, the moment has brought both opportunity and responsibility.

“As a company, we’ve [had] a purpose for a long time.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in