Timothy Cofer
Analyst · Monness, Crespi and Hardt.
Sure. Yes, I'll take that. Break it into the 2 components, as you mentioned, Jim. I think on the CapEx standpoint, you saw fiscal '21 was another big year of investment, overwhelmingly driven by our need to build capacities across our manufacturing network, also put in quite a bit of automation. We are seeing the benefits of that as we speak as more capacity comes online. And in many of our facilities, these automated robotics, palletizers, case packing, automatic fill lines, et cetera, are also helping quite a bit with our cost agenda in terms of efficiency.
We expect, as Niko said, another year of significant investment on CapEx, both to ensure we've got great fill rates and to lower our cost profile over time through automation.
The second major investment area is around the kind of the consumer agenda, consumer insights, brand building and innovation, digital marketing and e-commerce. This past year, fiscal '21 was our first meaningful year where we really accelerated those investments. A lot of that, Jim, I think is foundational investment. A number of new hires in the area of e-commerce, marketing and innovation that now will begin to lay out plans to impact '22, '23 and beyond.
Saw a mild increase in working media in '21, expect that to accelerate in '22. And it's really when we convert those investments from kind of foundational infrastructure, people and capabilities into working media, that's where I think we then have good expectations for return on that investment.
And the way that will manifest most notably is accelerated organic growth over the mid- to -long term and a more competitive profile with regard to market share performance. And that's certainly something we're baking into our long-term algorithm.
For fiscal '22, I hope as the quarters unroll, I'll be in a position to come back and give more specific details about where we're making investments, new brand campaigns, new innovation launches, et cetera.