Sparking delight
“I’ve always had a passion for the CPG industry. Seeing our products on the shelf and collaborating with customers to bring these items to consumers is incredibly rewarding,” says Ellen Thompson, general manager of Mars Wrigley Canada. “It’s fulfilling to see our hard work come to fruition, especially when working with such iconic brands that play a role in everyone’s daily life.”
Thompson has been with Mars for almost 14 years, during which she has overseen various divisions including sales and marketing teams in the U.S., such as ice cream, confectionery, and pet nutrition. Previously she served as the GM of Mars Global Fishcare ,and most recently transitioned to the role of GM for Mars Wrigley Canada in August 2023. “The first year has been fantastic,” she says, adding “I was lucky enough to adopt a very healthy and strong business from my predecessor. We’re the number-one confectionery manufacturer in Canada, and we have the number-one brand in all of confectionery with Excel gum. So for me, it has been less about a big revolution and more about an evolution. How can we ensure confectionery takes centre stage, supporting our grocers and retail partners in driving the category amidst challenges while prioritizing our brands so they’re front and centre, making it easy for people to pick them up and add a bit of joy to their day.”
Inspiring those everyday moments of happiness is the goal of Mars Wrigley, which offers consumers in more than 180 countries a wide range of classic confectionery, gum and mint brands such as M&Ms, Skittles, Snickers, Excel and Starburst. “We talk to our customers a lot about how fun it is to work in a category that brings people joy and happiness,” says Thompson. “The experience of having an everyday indulgence does bring a lightness to your day, but if you think about confectionery a lot of it is about creating connections. Whether it’s going to the movies and sharing a snack together, or watching an NFL game and having some M&Ms with your family, it’s all about creating connections around happiness and enjoyment.”
Thompson says confectionery consumers today are looking for products that offer indulgence and comfort, as well as robust flavours, both trends Mars Wrigley has addressed with recent product launches. “Our Peanut Butter M&M Minis have a combination of chocolate and peanut butter that is very indulgent, sensory and comforting,” she notes. “And people are really looking for bold flavours, especially Gen Z. They also enjoy gummies, so this year we’ve added sour gummies to our Skittles brand.” At the same time, Thompson says that the gum category has rebounded to pre-pandemic sales, and continues to show strong growth potential. “Ultimately, we want to make sure that we’re driving the category, and making sure that people remember the opportunities and the excitement that gum can bring, in addition to the entire confectionery category.”
Mars Wrigley’s latest innovation in the gum category is Refreshers, a soft chew format available in three fruity flavours: blueberry, strawberry and tropical fruit. Mars is known for its clever marketing campaigns, and Thompson says the continued rollout of Refreshers will include instore activations and displays that focus on driving impulse purchases, as well as immersive experiences for consumers at music festivals and concerts this summer. “We’re really leaning in on the music side of things, just knowing that our target audience for refreshers is Gen Z,” explains Thompson.
“Having great brands to work with is fantastic, but in marketing, it’s equally crucial to inspire and entertain people. To truly stand out, it’s essential to be creative and compelling in a way that leaves a lasting impression and evokes emotion,” says Thompson. She points, for example, to M&Ms’ 2024 Super Bowl ad which showed legendary NFL players receiving an M&M’s Almost Champions Ring of Comfort featuring real diamonds made from peanut butter and a secret compartment designed to fit a single Peanut Butter M&Ms. In another memorable 2024 campaign the company introduced Hubba Bubba Pink paint by BEHR in partnership with Behr Paint Company, encouraging consumers to add fun and whimsical energy to their environment with the playful colour. To showcase the colour Mars also partnered with visual artist Briony Douglas on Instagram.
Social media and influencer engagement is a key component of the company’s marketing campaigns, and featured prominently in Mars’ 2023 Get Ready with Me and Study Beats programs for Excel. The latter program collaborated with ASMR (autonomous sensory meridian response) creators and featured a playlist of ASMR sounds replicating the entire experience of popping open and chewing Excel. “Gum helps with mood management and it helps to de-stress, so it’s a natural connection for students,” explains Thompson, adding that the campaign ran around exam time last year, while another ASMR campaign this year will be aimed at back to school activations. “We know ASMR is an area that is attractive to the younger generation (Gen Z), and so a lot of it was helping us to break through with that generation and reach out to them in a way that they could associate with the brand and that is very authentic to them.”
Thompson emphasizes that partnering with retail customers will continue to be crucial to the success of each brand. “That is where the consumer sees, experiences, and selects the product. So these partnerships are essential to us,” she says. “As the leader in confectionery, we are committed to driving the category and collaborating closely with our customers. We’re enthusiastic about the year ahead and are dedicated to provide ongoing support for our iconic brands.”
Q&A WITH ELLEN THOMPSON
What are you most proud of about your time with Mars so far?
I’m really proud to work for Mars, a family-owned company that can think in generations. We really believe that the world we want tomorrow starts with how we do business today. I’m proud to work for an organization that’s committed to Associate development. When I see my team succeed and continue to progress in the organization, it’s personally and professionally rewarding for me.
What’s your favourite Mars Wrigley product?
I love Peanut Butter M&Ms. I am a peanut butter person, and I do think our peanut butter inside the M&Ms is especially excellent!
What issue affecting the food and grocery industry are you most passionate about?
I get a lot of energy from our associates, and one area I’m very passionate about is helping to develop and mentor other women. I’ve been lucky enough to have a lot of really great support, and I want to make sure that we’re building the next generation of female leaders. It’s really important for us at Mars to make sure we’re fostering a diverse workforce, and a place that I know I can contribute in a big way is with our female leaders.
What do you like to do when not working?
My husband and I are picking up pickleball together and we like to stay active when we can. I have two teenage girls who keep me very busy from softball practices to lacrosse. As a family we’ve been traveling to different parts of Canada, Toronto, Halifax, Montreal and have been enjoying exploring cities and provinces.