Yes, I think strategically, the objective has never changed, which is if we spend $1 in marketing, we want it to work hard for us. And what has changed is the efficacy of different marketing tools over the years. So, not surprisingly with the advent of Netflix and DVRs and things like that, things are traditional TV advertising and print ads have diminished materially in terms of their effectiveness. And that means that if you're going to spend on A&P, you're going to spend A&P very differently. And my comments today point it to that in terms of our significant shift toward the world of digital, which is how you really build brand affinity today below the line. The other thing that has shifted fairly materially over the last five years is the progressiveness of marketing and partnership with customers. As I've mentioned many times before, in the old days, above-the-line marketing spend was really one of two things. It was investment in couponing, which was a price discount or it was investment in trade discounting, which is the classic example of ConAgra, of course, was 10 units for $10. Customers are much more sophisticated today. They saw, you know to four, five years ago as you all saw, diminished lifts with younger consumers in those kind of deep discount merchandising events. And at the same time, they also recognize that they're sitting on a gold mine of data. Data around how consumers purchase, which consumer purchase which things, and we they began to partner much more progressively with manufacturers to unlock the power of that data and target consumers with relevant content at the point of purchase. So, there's been an ongoing -- two years ago when we did Investor Day and even beyond that, there's has been a compounding curve in terms of a progressiveness of retailer marketing and the desire they have to really leverage the database they have and partner with manufacturers to do a better job manufacturing. So, it really becomes a very simple calculus. Identifying those spends below the line that are no longer working as effectively as they did historically and then recognizing that there is real progressiveness happening in terms of retailer partnering above the line. The end of the day, retailers like manufacturers are hungry to grow and if they believe they can partner with us to drive that growth, both in-store and just in general supporting the innovation agenda we're driving, that's a win for them. And it's clearly working for them and for us, and we're going to continue to stay nimble in making these kinds of investments as we move through the balance of this year and then beyond.