How Chicory Helps Gum Brands Win With Contextual Commerce Media
When you think about advertising on recipe pages, gum probably isn’t the first product that comes to mind. It’s not an ingredient—it’s not something you bake, blend, or sauté either.
But it is something you reach for before or after a meal, while running errands, or just generally throughout the day. That’s what positions gum brands as perfect companions for meals, snacks, and on-the-go moments.
Chicory’s ad formats prove that recipe content isn’t just limited to ingredients—it’s a high-intent environment where even non-ingredient items can reach inspired consumers to encourage relevant and impulse buys.
Why It Works: High Intent, Strong Engagement, Perfect Timing
Gum brands may not be part of the ingredient list, but they fit naturally into the eating experience. Recipe pages are an ideal place to influence impulse purchases and stay top-of-mind with consumers in all stages of the funnel.
Here's why contextual commerce works so well:
High Purchase Intent: 63% of shoppers make buying decisions before reaching the store—recipes capture them in that critical moment.
Strong Engagement: 78% of consumers say in-recipe ads increase brand recall and consideration.
Relevance at the Right Moment: 91% of consumers use online recipes for meal planning, making them the perfect place to introduce complementary products like gum.
Use Cases for Gum Brands
Gum is all about occasion and behavior. It’s something you chew after a garlic-heavy meal, to freshen up on the go, or to stay sharp during the school day.
Chicory helps gum brands align their products with those exact moments. Check out these different use cases in action:
These pairings don’t feel forced—they feel timely, helpful, and integrated within the shopper’s natural browsing journey. That’s what contextual commerce media helps brands achieve.
How Non-Ingredient Brands Perform
Non-ingredient brands like gum see real results when advertising on contextually relevant environments like recipe pages.
When it comes to iROAS, non-ingredient brands see a 36% higher median incremental return on ad spend compared to ingredient brands.
In fact, while ingredient brands are an obvious fit for recipes, non-ingredient brands actually perform higher across Chicory’s network. This isn’t just limited to gum either. Recipe pages are prime environments to advertise non-ingredient brands like ready-to-eat, non-food, and frozen items as well.
Conclusion
Gum may not be an ingredient, but it can easily be integrated in the shopper journey as they look to recipe pages for inspiration. Plus, with online recipe usage skyrocketing to 91%, it’s clear that this ad environment is ripe with potential.
Chicory’s ad solutions allow brands of all kinds to integrate seamlessly into the recipe experience—whether audiences find themselves in a pre-shop, mid-shop, or post-shop phase.
Whether it’s back-to-school mornings or busy on-the-go days, gum brands can reach high-intent audiences in an organic way, driving incremental sales and reaching new and lapsed shoppers.
