David Driscoll
Analyst · DD Research. Please proceed
All right. Great. Thanks a lot. And glad you guys are back. So, I wanted to ask a little bit more about pet food. Jeff, when you bought the business, there was guidance from the old team at double-digit top line growth. When it became part of General Mills, you stuck with that double-digit guidance. But there was just enormous skepticism on the ability of that business as part of General Mills to keep going. I think in your answer to one of the first questions, you said underlying demand is running 10%, 11%. Are you able to say that BLUE has some runway here to continue to see that double-digit growth? And then can you just give us -- you've mentioned a bunch of things so far in the script, but can you just kind of hone in on some of the pieces here that would give us that double-digit growth for some time into the future. And what I like about this particular question is, I hope this is not a pandemic related question, and that you guys do have some very clear thoughts about it, because it says -- I think you guys have said yourself the pets don't eat at restaurants. So hopefully, that makes sense? And then I've got a follow-up, please.
A – Jeff Harmening: Yes. First, let me go with what I know, and then we can talk about what we think. What I know is that the growth in Blue Buffalo really isn't pandemic-related, and an even though, anecdotally adoptions are up for pets and certainly among millennials. That's actually was not driving the growth of the category, and it's not driving the growth of Blue Buffalo. The category is being driven by the premiumization of pet food. And we know that because the dollar growth is up mid-single-digits in the category, and the pounds are only up low-single-digits. So that delta continues to be important as pet parents switch from whatever they're feeding their pets before and the more premium pet food. And so that's what we know and we know that Blue Buffalo is a great brand. We also thought when we bought Blue Buffalo that we'd be able to execute well with our rollout of the Food, Drug and Mass channel because we've done it with Annie's. And we got a lot right. We got a few things wrong, but we learned a lot through Annie's. And so we're going to apply that to Blue Buffalo. And so, now we've got a really good all channels business. And one of the things we learned with Annie's was that, great brands travel across channels and that just because you have something in a grocery store, it doesn't mean that every consumer knows that it's there yet. It takes a long time to gain awareness. There are some places that we've looked, we probably only have 20% awareness in some accounts that Blue Buffalo actually exists at that supermarket chain. And so, that has given us confidence, not only that we could execute a Food, Drug and Mass rollout, but that Blue Buffalo would be good across channels and that we continue to grow, even once we gain full distribution because we've seen this movie before on Annie's. And that's what's playing out. As to how we grow into the future, I can't promise that we're going to grow double-digits in the future. We had a very good quarter this quarter. I think we'll have a good quarter coming up. But what I can tell you is that, I am confident we have the best premium brand in the pet category. I'm confident that the premiumization of pet food will continue so that we're very well positioned. We have a robust pipeline of renovation and new products and that we can continue to grow in Food, Drug and Mass. And so all those things lead me to believe that not only has been Blue Buffalo been a good acquisition for General Mills, but that it'll continue to perform well. And whether that's high-single-digits or double-digits will remain to be seen. But I think that we were all confident when we bought Blue Buffalo that we could do a lot of good things with this business. And we're at least as confident now as we reward the day that we bought it three years ago.
Q – David Driscoll: Well, you certainly get big congratulations from me on the performance there. We've seen other businesses and other companies struggle. So, good job on that one. My follow-up question is on -- staying with Pet is on the marketing model. BLUE used to have a really sizable investment in in-store promoters, the so-called Pet Detectives. And on top of this, the brand had industry-leading levels of advertising. How has that changed with the pandemic and the pressures that we've seen on pet specialty stores. Is -- fundamentally, have you shifted monies from those in-store promoters to the advertising side? Is the total budget down? I just have lost sight of that a little bit and like to understand how you're going to keep your foot on the gas pedal on this business going forward?