Food & Beverage Case Studies
MORNING STAR FARMS - B2B PROGRAMMATIC INFLUENCER DRIVES CHEF ENGAGEMENT FOR PLANT-BASED PROTEIN PRODUCT LAUNCH
CHALLENGE
Regain market share in exploding plant based protein
ACTION
Instead of talking about how chefs should add the product to their menu, we got the product on the menu of some of the best restaurants in the world and at marquee events like Lollapalooza.
Paid Instagram posts targeted Culinary Professionals: Chefs, Foodservice Directors, Restaurant Owners, James Beard + Culinary Institute Followers, as did Ad Engagers and a Look-alike Audience of Ad Engagers
SUCCESS
Modest investment drove over 600k ad engagements at a Cost Per Engagement that was 69% lower than the goal
The client presented the case study to management as “the most successful program of all time” for the brand
KELLOGG'S RICE KRISPIES TREATS - MOBILE COUPON AND GAS STATION TV DROVE MEASURABLE SALES LIFT FOR NEW PRODUCT LAUNCH DURING PANDEMIC
CHALLENGE
Drive measurable trial and coupon redemption Rice Krispies Treats DUNK’d Bars.
With a small budget
With limited distribution - only in c-stores and limited # accepting coupon
With product placed in new part of the store
During a global pandemic
ACTION
Targeted category buyers and brand buyers who shop at c-store retailers distributing the product, Shortened the path to purchase with quick product education messages and $1 off mobile coupons. Utilized sales lift studies to understand sales results.
SUCCESS
Koupon Media report shows Dunk’d sales up 11.6% vs. pre-campaign period.
GSTV/IRI report shows sales up 2.1% and total RKT sales up 1.2% in nearby Walmart stores, 1.4% in nearby c-stores and 1.6% in nearby grocery stores
EQUAL - RELAUNCH REVERSED 24 MONTHS OF SALES DECLINE
CHALLENGE
Revitalize the brand that invented the sugar substitute category after 10 years of no brand advertising
ACTION
Grow share among current category users - partner with Catalina Solutions, Mediamath and Valassis to exclusively target sugar substitute purchasers
SUCCESS
Delivered 2x impressions, 4x engagements and 4x website visits vs. goal. Cost per visit to equal.com was $2.23, 5x lower than goal
Optimizations more than doubled engagement rate on native call to action to visit equal.com
Equal dollars sales and share increased and were positive after 24 months of decline
WHOLE EARTH - SUCCESSFUL PRODUCT LAUNCH LED TO SELL-IN AT STARBUCKS
CHALLENGE
Launch Whole Earth Sweetener Company
ACTION
Led go-to-market strategy from consumer segment definition to coupon download measurement
Used purchase-based targeting to reach natural sugar substitute buyers and make them aware of the new product
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Geo-fenced a dynamic list of stores distributing the product, so that stores support the brand saw immediate velocity once the product was on shelves
SUCCESS
Media support aided sell in to retailers, now totaling 11,000 across North America, including Kroger, HEB, Jewel Osco and online from amazon.com.
Whole Earth is now available in over 9,000 Starbucks locations.
NEAR EAST - SHOPPER DIGITAL PROGRAM EXCEEDED PENETRATION, BUY RATE AND ROI GOALS
CHALLENGE
Near East faced the familiar challenge of many “middle of the store” products, it is ‘pantry-loaded” when on sale and not thought of as a go-to item to complete a quick weekday meal.
ACTION
Develop digital program to exclusively target lapsed brand buyers and category buyers not buying Near East. And also narrowly define geography to a list of stores in the North East
Nielsen Catalina Solutions and MyWebGrocer purchase-based targeting strategies stole share and won back lapsed users.
SUCCESS
Catalina: Dollar sales per HH +8%, purchase intent +140%, positive ROI +17% and buy rate growth +75%
MyWebGrocer: +10% sales, +15% purchase penetration, Flat buy rate, +14% unit sales
The client loved the performance and accountability of the plan and renewed the program at 4x higher investment
HARRY & DAVID - LOWERED COST PER ORDER BY 43%, INCREASED AVERAGE ORDER VALUE BY 15%
CHALLENGE
Achieve Cost Per Order goal with mix of retargeting AND prospecting ads
ACTION
Developed comprehensive Fall, Holiday, Easter and Mother’s Day campaigns to achieve all of the benefits of dynamic advertising
SUCCESS
3x ROI Dynamic vs. static
-43% Cost Per Order
+15% Average Order Value
Assisted over 50% of all conversions
Client discontinued activity with major retargeting vendor, chose to work with us exclusively on future campaigns
V&V SUPREMO - INCREASED SALES BY +20%
CHALLENGE
General market consumers have a blind spot in their Mexican cooking routine - they don’t use authentic Mexican cheese when making Mexican dishes
ACTION
Entercom curated talent, produced quality video and boosted content on display and social channels and achieved great reach and engagement, all for only $60k.
SUCCESS
6 recipe videos created to educate consumers on how to use authentic Mexican cheese and why to choose V&V Supremo
Over 100K complete video views
Almost 2MM video ad impressions - 31% more than goal
CHALLENGE
Reach grocery shoppers at select retailers amongst the Covid-19 pandemic.
ACTION
Developed agile plan to drive grocery shoppers to purchase through eCommerce channels - Instacart, Quotient, CitrusAd.
Provided inspiration for at-home meals that included Savora Sous Vide through Pinterest advertising.
SUCCESS
Campaign drove 1.75x ROAS with only 1.8% ACV
Instacart achieved 3.7x ROAS vs. 2x goal.
Pinterest achieved 3x more efficiency than goal and a 0.46% CTR - 2x higher than benchmarks for food vertical.
Client renewed and expanded the program. January-February 2021 performance grew to 4.6x ROAS.
