Chicory Premium 101: Influencing Consumers Within the Recipe Card
By Caroline Zerilli
Recipe cards have evolved from simple, handwritten index cards shared among family and friends to being the heart of online recipes. Today, they are a crucial part of the online meal planning and discovery process.
As the focal point of recipe websites, the recipe card offers a unique opportunity for brands to connect with consumers at the moment of inspiration. In this blog, we’ll discuss the value of reaching consumers within the recipe card with our in-recipe ad solution, Chicory Premium.
The Value and Opportunity of the Recipe Card
Recipe cards contain the most valuable information for high-intent shoppers looking to prepare a meal: ingredients and directions. Most consumers specifically seek the recipe card when they visit their favorite food blog or recipe site, which is why solutions like “Jump to Recipe” buttons exist. Consumers not only want to jump to the actual recipe content, but also jump past content that isn’t relevant to their search.
With the advent of programmatic advertising, it’s common for a user to visit a recipe page and see ads for products that have nothing to do with the meal they’re trying to cook. These ads may be relevant to the user based on their past online behavior thanks to third-party cookies, but they tend to distract from the content a user is viewing instead of adding additional value.
Now, imagine ads with the power to enhance the recipe content a user is viewing by recommending contextually relevant products directly within the recipe card when consumers are in the right mindset to plan their next grocery purchase. That’s Chicory Premium.
What Is Chicory Premium?
Chicory Premium is our contextual, in-recipe ad solution. Our two Premium ad formats, In-lines and Pairings, are contextually targeted to align with specific ingredients and recipe categories. Delivered within the recipe card, these ad formats help influence shoppers along the buying journey by driving awareness and creating seamless opportunities to buy.
Premium In-line ad (left) and Premium Pairings ad (right)
Premium In-line ads allow advertisers to 1:1 keyword target specific ingredients. Brands can “own” their product every time it’s called for within a recipe across our network of 5,200+ recipe sites and food blogs. This proprietary ad placement appears directly below the targeted ingredient within the ingredient list, delivering relevant messaging when consumers are actively considering buying a product.
Premium Pairings ads align brands with recipes based on lifestyle, occasion, seasonality, and more. This proprietary ad placement offers more real estate and is served directly below the ingredient list within the recipe card, offering the opportunity to suggest products as a complement to the targeted recipe and inspire new use cases e.g., suggesting tortilla chips on a guacamole recipe or educating on greek yogurt as a healthy swap for sour cream.
Case Study: Pre-Brands
Bringing this solution to life, Chicory recently worked with Pre Brands, a leading provider of grass-fed, pasture-raised beef, to help strategically reach shoppers seeking meal inspiration. The brand activated Premium In-lines to promote their product whenever relevant steak ingredients were called for within a recipe.
Pre Brands then used Premium Pairings to further highlight its product benefits and feature relevant recipe imagery for inspiration. The campaign successfully drove increased awareness and $600K in incremental sales. Read the full case study here.
5%+
Sales lift
$600K+
In incremental sales
2.4X - 4.8X
iROAS
Key Takeaway
As consumers increasingly crave efficiency and relevance online, Chicory Premium stands out as a powerful tool for CPG brands and retail advertisers. By seamlessly integrating contextually relevant ads into the recipe card, Chicory Premium not only enhances the user experience with relevant product recommendations but also drives meaningful engagement at the exact moment when shoppers are most likely to make a purchase.
In an era where privacy and relevance are paramount, Chicory Premium offers a win-win for both consumer and brands by contextually transforming recipe cards into a dynamic space for product discovery and commerce.
Interested in learning more about our in-recipe ad placements? Say hello@chicory.co to schedule a call.
Caroline Zerilli is a Product Marketing Manager at Chicory