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

Screen Shot 2021-03-05 at 4.19.14 PM.png
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

Screen Shot 2021-04-27 at 3.38.01 PM.png
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

Screen Shot 2021-04-27 at 3.42.27 PM.png
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

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 also available in over 9,000 Starbucks locations

Screen Shot 2021-04-27 at 3.42.39 PM.png
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

Screen Shot 2021-04-27 at 3.42.51 PM.png
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

Screen Shot 2021-04-27 at 3.43.03 PM.png
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

Screen Shot 2021-03-05 at 4.10.08 PM.png
Screen Shot 2021-03-09 at 9.47.46 AM.png

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.

Screen Shot 2021-03-09 at 9.47.02 AM.png

Contact us to build a successful, innovative, data-driven food and beverage media program.