Episode 381
John Pawlowski, CPG and Pet Food Innovation
Welcome back to Your World of Creativity, the podcast where we explore creative insights from leaders across the arts, innovation, business, and beyond.
Today’s guest is John Pawlowski, a seasoned brand strategist and marketing executive with over a decade of experience leading innovation and growth in the consumer packaged goods industry.
From household names like Marie Callender’s and PF Chang’s to the bold new frontier of premium pet food with Heckova, John brings a creative mindset to every stage of brand development.
1: The Brand-Building Mindset
You’ve launched and revitalized iconic brands in the highly competitive world of frozen foods. What’s your process for identifying the creative white space in a crowded category—and turning that into a compelling brand identity? What lessons from CPG branding did you find most transferable when you transitioned into pet food marketing?
2: The 'Mega' Moment
At Conagra, you spearheaded the launch of a 'Mega' brand, which went on to surpass $200 million in sales. What was the creative spark behind that brand, and how did you translate that into product, messaging, and ultimately, consumer loyalty? Were there any big risks or bold decisions in that process that paid off?
3: The Humanization of Pets
The humanization of pets is one of the biggest trends in the pet food industry. How do you creatively tap into the emotional connections people have with their pets when crafting messaging for Heckova? What role does storytelling play in gaining the trust of pet parents?
4: Innovation in a Regulated Space
CPG and pet food are both highly regulated, especially with claims and ingredients. How do you foster creativity within those constraints, especially when developing new products or campaigns? How do you balance the creative drive with the analytical, P&L-focused mindset required in your role?
5: Creative Leadership in Action
From managing agency partners to internal teams, you’re constantly leading others through the creative process. What’s your approach to building a culture of innovation and alignment? What advice would you give to young brand marketers who want to lead with both strategy and imagination?
John, this has been a great look into the creative strategies behind some of the most recognizable brands—and now, one of the most exciting in pet food. Thanks for joining us on Your World of Creativity.
This episode was brought to you by White Cloud Coffee Roasters. Get 10% off your first order of freshly roasted, ethically sourced coffee with the code CREATIVITY at checkout. Visit WhiteCloudCoffee.com.
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John has classical training as a brand marketer and P&L manager and over a decade of experience leading brand growth in the consumer packaged goods (CPG) industry at Conagra Brands (Omaha and Chicago) and Bellisio Foods (Minneapolis). He led growth, turnaround, and new launch strategies on major brands such as Marie Callender’s, Banquet, Kid Cuisine, PF Chang’s, Boston Market, and Atkins. While at Conagra, John spearheaded the launch of a new “Mega” brand that surpassed $200MM in sales. With the humanization of pet food as the biggest trend in the pet industry, John’s experience in tapping into the human psyche has proven to be a valuable and dynamic link to communicating adeptly with human pet parents. His expertise is in strategy, consumer marketing, innovation, and general management. In May of 2022, John began a process to research and assess the needs of the super premium pet food landscape and enlisted agency partners to build a new consumer facing brand.
