Convenience Store News – Kellogg’s, Hershey’s lead food brands in consumer engagement

NEW YORK — When it comes to customer engagement, Kellogg's and Hershey's are at the top of their game, according to Engagement Labs' first-ever TotalSocial rankings, which measures the most important drivers of brand performance through social media and word-of-mouth conversations for U.S. food brands.

When conducting its research, Engagement Labs examined each brand's individual strengths and weaknesses and found that many food brands are "Whisper Brands," meaning they perform below average, both offline and online vs. the full list of 500 brands.

"However, there are three brands that successfully pushed the limits — Kellogg's, General Mills and Hershey's — as 'Conversation Commanders,' which perform above average both online and offline," said Engagement Labs CEO Ed Keller. "These three brands each provide a unique blueprint for how food brands can succeed in leveraging social influence to drive results. Online and offline work in tandem with one another, and our data proves that, in order to drive business results, brands cannot solely rely on one over the other."

Read the entire Convenience Store News article, here.

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