Legacy in Every Jar: The J.M. Smucker Company’s Modern Twist on Timeless Brands with CMO Gail Hollander
• • • • • •
Gail discusses the importance of understanding cultural truths, how to remain relevant in a fast-evolving CPG landscape, and the art of balancing short-term wins with long-term brand equity.
"Today, it's critically important to understand your brand truth, your consumer truth, and the cultural truth because that's the only way to remain relevant over time.” - Gail Hollander
As the consumer landscape continues to evolve, heritage brands face the challenge of staying relevant in a world dominated by fast-changing consumer preferences and technological advances. Gail Hollander, CMO of The J.M. Smucker Company, is at the forefront of this transformation. With a career spanning decades on both the agency and brand side, Gail brings a fresh perspective on driving long-term brand value while embracing cultural relevance and innovation. In this episode, Gail discusses the complexities of leading beloved household names like Jif and Folgers through changing market dynamics, cultural shifts, and the integration of Hostess Brands into the Smucker family.
Gail Hollander has a dynamic career that spans over 20 years in marketing and brand leadership. Prior to joining The J.M. Smucker Company as CMO, Gail held a range of leadership positions at Publicis Groupe, where she worked with leading global brands. Her extensive experience on the agency side gave her a unique understanding of the challenges brands face in staying relevant and building long-term equity. Now at The J.M. Smucker Company, Gail leads the marketing strategy for some of America’s most iconic brands. Her focus on innovation, consumer behavior insights, and the strategic role of culture has made her a key figure in shaping the future of the CPG industry.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Lessons from the Agency World - Gail reflects on her two decades at Publicis Groupe, emphasizing how the agency experience taught her to balance short-term results with long-term brand-building. She highlights how the ability to work across multiple categories keeps marketers agile and curious, allowing them to develop creative problem-solving skills that can be applied across industries. As a CMO, this perspective helps her maintain the balance between delivering short-term wins and ensuring brands remain culturally relevant over time.
The Evolution of Agencies in an AI-Driven World - With a rapidly evolving marketing landscape, Gail believes the future of agencies lies in their ability to plug into culture, offer predictive data modeling, and help brands stay ahead of the curve. As consumer trends shift and data becomes even more critical, agencies will need to keep their fingers on the pulse of culture. Tools like AI should be utilized to augment creativity and intelligence, both in automating tasks and augmenting intelligence to accelerate strategic thinking. She also highlights how important it is for agencies to focus not just on historical data, but on forward-looking insights to predict where consumer behavior and trends are headed.
Modernizing Legacy Brands Through Culture and Consumer Truths: The J.M. Smucker Company stays relevant in a competitive CPG space by aligning each brand's core DNA with contemporary consumer and cultural truths. For example, Gail shares how Jif Peanut Butter has successfully remained a favorite by tapping into consumer culture and innovation, from collaborations with pop culture icons to creating fun campaigns like “Jif vs. Gif.” By remaining culturally relevant, legacy brands like Jif can continue to thrive in modern markets.
Simplifying the Consumer Experience - As shopping habits shift, Gail discusses The J.M. Smucker Company’s strategy to adapt to an omnichannel world. With digital platforms reshaping how consumers shop, Smucker is focused on streamlining the path from discovery to purchase. Gail emphasizes the importance of creating seamless, convenient shopping experiences that meet consumers where they are, whether online or in-store. As digital channels blur the lines of the traditional funnel, Smucker is committed to simplifying consumers’ lives with frictionless, one-click purchasing solutions.
A Brand’s Beating Heart - Gail shares The J.M. Smucker Company’s secret recipe for breathing new life into timeless brands without compromising their essence. She describes each brand’s "beating heart"—its foundational truth that must stay intact as the brand evolves. For Café Bustelo, this means staying true to its Latin heritage while integrating modern trends like consumer preferences and cultural diversity. It’s this balance between innovation and authenticity that ensures these beloved brands resonate with new generations while honoring their storied past.
Listen to Gail Hollander on The Speed of Culture podcast for an in-depth discussion on the future of marketing, balancing short-term and long-term goals, and how to modernize legacy brands without losing their core identity.
