Meet Conagra Brands

Conagra Brands, headquartered in Chicago, is one of North America's leading food manufacturers. The company combines a rich heritage of making great food with a sharpened focus on innovation - continuously evolving its portfolio of brands and crave-worthy products to satisfy the nation’s changing food preferences.

The Challenge

Conagra Brands sought to drive business growth for its Marie Callender’s frozen meals brand in the United States and demonstrate return on ad spend from Neuro-Contextual advertising strategies across the open web. Traditionally, consumer packaged goods (CPG) brands focus on narrow, identity-driven targeting categories for lower-funnel campaigns to consistently drive ROAS, but this campaign sought to push boundaries by leveraging Neuro-Contextual AI to uncover custom audience segments beyond conventional frozen meals themes, all without using personal data.

The Solution

Conagra Brands partnered with Seedtag to implement a Neuro-Contextual advertising approach powered by its proprietary Liz AI. The privacy-first campaign went beyond conventional CPG themes and use occasions by leveraging the premium Seedtag LAB suite to identify custom audience interests, intention moments, and emotions aligned with audiences craving Marie Callender's frozen meals.

Seedtag LAB uncovered 15 unique context clusters and 2,500 topics linked to the brand’s audience, mapping a Neuro-Contextual graph of open web content. This revealed untapped segments such as personal finance, gardening, protein-focused diets, and baking enthusiasts. Liz AI also identified key emotional drivers - including convenience, comfort, and craveability - which strongly resonated with audiences seeking familiar, satisfying frozen meal experiences.

By activating high-impact, tailored creatives across relevant environments on the open web, the campaign delivered stronger engagement and deeper consumer resonance, aligning messaging with real-time consumer motivations.

Validation from industry-leading measurement providers Disqo and ABCS Insights proved that the Conagra campaign drove meaningful commercial impact. Reaching 7.2 million unique US households, Seedtag increased average sales per household by +4.4%, alongside a +12% uplift in brand awareness and a +30% increase in consideration. Strong uplift of +30% in purchase intent validated the connection between the upper-funnel impact of Neuro-Contextual targeting and increased spending behavior among those reached.

The standout +60% Message Association for “tastes as good as restaurant meals” highlighted how strong creative and contextual alignment not only reinforces key brand attributes and makes products memorable for consumers, but truly drives conversion and business growth down the funnel. Overall, the results demonstrate consistent brand lift and sales impact across metrics, strengthening emotional connection, product credibility, and household penetration.

The Power of Neuro-Contextual Precision

Conagra Brands wanted to quantify the benefits of investing in advanced Neuro-Contextual advertising over traditional contextual strategies. In a controlled test comparing both approaches, Seedtag’s Neuro-Contextual AI, Liz, delivered a +173% lift in CTR vs standard contextual for Marie Callender’s, demonstrating the advantage of combining interest, emotional, and intent signals for stronger performance.

• 3x Incremental Return on Ad Spend (ROAS): Efficient performance delivering strong revenue return
• +4.4% Average Sales per Household: Increased spending behaviour among exposed households
• 7.2 Million Households Reached: Extensive scale across the US open web
• +167% Click-Through Rate (CTR): Stronger audience engagement with the ads