2024 Game Changers: Jenny Applegate, Topco Associates
Sales of private label products across numerous categories saw strong growth in 2023, and retailers and suppliers alike are working to keep that momentum going. With consumer expectations for store brand products perhaps higher than ever, the pressure is on to bring to market high value products that meet the demands of today’s shoppers who are seeking quality and value.
RELATED: See the complete list of 2024 Game Changers honorees
The honorees in Store Brands 2024 Game Changers played a role in continuing to raise the bar in the world of private label. From the work of the six individuals honored this year to the products and programs developed by retailers and suppliers, the quality of store brand products now on the shelves are driving sales and giving shoppers additional choices at retail.
Jenny Applegate
Senior Director of Brand & Integrated Marketing Solutions
Topco Associates
Jenny Applegate is seen by colleagues as an innovative and creative strategic thinker adept at building strong relationships with key marketing executives across Topco’s membership. The senior director of Brand & Integrated Marketing Solutions, she has served as a key figure in developing and bringing Topco’s own brands to market. Working to expand the focus of the company’s private label assortment, Applegate is credited with driving new marketing partnerships and creating new promotional opportunities in television, movies, and radio.
Using a strategic approach to selling Topco and its offerings, she was able to attract and build partnerships with key national players who traditionally looked only to CPG’s and national brands for marketing opportunities This includes working with The Drew Barrymore Show, DreamWorks, Dr. Suess, and Nashville’s New Year’s Eve celebration, to name a few.
This approach has expanded the reach of Topco Own Brands beyond the traditional in-store and online shopper conversation, establishing new avenues for creating consumer interest, trust, and loyalty.The result has been significant for Topco’s members and its shoppers, as Topco brands and products take their place at center stage in the national spotlight.
Applegate’s efforts to put Topco’s own brands in the national spotlight has increased their profile and made them recognizable to a vast audience beyond its member stores. The marketing partnerships have built deeper connections and stronger social and emotional bonds with current member store shoppers, and incited interest, purchase intent, and trial from new shoppers who had not previously frequented Topco’s member stores