MIAMI – Sargento Foods is embracing artificial intelligence and deep learning to sharpen its marketing edge, increase efficiency and connect with new generations of consumers.
“It shouldn’t be surprising that Sargento is experimenting with deep learning in marketing,” Shawn Walter, senior marketing manager of media and digital at Sargento, said in this interview with Beet.TV contributor David Kaplan at the Possible conference. “You don’t get to be a 70-year-old brand in the CPG space by waiting to innovate — whether it’s with your product or your approach to market.”
Long-term customer retention
The company, best known for its natural cheeses, is applying deep learning algorithms across channels like connected TV, display advertising and social platforms including Meta and TikTok. Walter says the approach helps Sargento fine-tune campaigns for both legacy products and new innovations, allowing the brand to boost awareness, trial and long-term customer retention.
One of the key metrics Sargento uses is IROAS — incremental return on ad spend — as it seeks to grow its market share and connect with emerging audiences, particularly Gen Z.
“We want to make sure we’re reaching new customers at the right time, with the right message,” Walter said.
IROAS measures how much additional revenue advertising generates beyond what would have happened without the campaign. It’s considered a more precise way to evaluate ad effectiveness than traditional ROAS, which may count revenue that would have occurred anyway.
Building brand equity
While performance marketing often emphasizes short-term returns, Walter stressed the importance of brand equity in delivering sustainable growth.
“There’s so much focus on bottom-funnel performance, but brand equity is often underrated,” he said. “You can use AI to build that equity by showing up in the right way, consistently.”
Deep learning has helped Sargento reduce waste and maximize ROI by enabling precise audience targeting and campaign optimization.
“It allows us to avoid spreading our campaigns too thin,” Walter said. “We’re constantly learning how best to drive incremental results — whether that’s based on income, family makeup or generational differences like millennials versus Gen Z.”
Predictive insights
Looking ahead, Walter believes predictive insights will be the most transformative application of AI for consumer brands.
“We can now analyze audience data faster and more effectively than ever before,” he said. “In the next few years, I expect advancements in creative personalization and measurement to help brands like ours punch above their weight.”
For Sargento, the integration of AI isn’t just about staying relevant—it’s about staying ahead.
“It’s exciting to be at the forefront,” Walter said. “The tools are only getting better, and we’re focused on continuing to learn and win as a brand.”
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