How Well Do You Know Chicory? The Three Biggest Myths Debunked
By Caroline Zerilli, Product Marketing Manager at Chicory
In an industry that moves at the speed of light, we’ve innovated and expanded our solutions to keep up with customer demands in response to shifting consumer behavior and the latest industry trends.
We have debunked the three biggest myths about Chicory to give you the real scoop about the leading contextual advertising partner that every brand, agency, and retailer needs to know.
Myth #1: “Chicory is just for ingredient brands”
Nope. Limiting Chicory to ingredient staples like flour and olive oil is like saying grocery stores only sell produce. Sure, we support ingredient brands, but there’s so much more.
Non-ingredient and even non-food brands can thrive in recipe environments by reaching consumers within the right context. While these types of products may not be called for directly, they are often essential or complementary to the broader occasion or lifestyle of the shopper.
That’s where contextual media shines—placing your product where it naturally fits and feels helpful. For example:
Tortilla chips featured alongside dip recipes for entertaining occasions
Paper towels paired with sticky finger foods like buffalo wings for game day
Frozen dinners served up next to complex recipes for when time is tight
The ingredient list of a recipe is just one part of the equation. What really matters is the shopper’s planning and purchase mindset. Chicory helps non-ingredient brands tap into those moments of inspiration with relevance and impact.
Myth #2: “Chicory is just about shoppability”
False. What makes Chicory unique is that we combine brand-safe, contextually relevant media and commerce technology, all in one platform.
Where others focus on either media or shoppability, Chicory brings both together, giving brands:
A true end-to-end solution that drives consumers from inspiration to purchase
A unified approach to campaign optimization—tracking CTR and ATC together to optimize toward real purchase intent
The ability to understand how consumers are planning and engaging with content and activate quickly around emerging trends and viral moments across our network
Myth #3: “Chicory is only for lower-funnel campaigns”
No! If you think that Chicory is only for conversion then you’re missing the bigger picture.
While we’re known for driving conversion, we also play a critical role across upper and mid-funnel, helping brands build awareness, drive discovery, and shape preference. Our expanded suite of ad formats is designed to deliver impact across the buying journey.
Our media excels at bridging this gap between the upper and lower funnel by inspiring real opportunities for product usage when consumers are thinking about what to buy and how to use it.
Here’s how:
Inspiring consumers in high-intent moments – Engaging them in the discovery phase when they’re actively seeking meal ideas and building their lists.
Driving product discovery – Integrating products into brand-safe, contextually relevant content that aligns with consumer intent.
Shaping brand preference – Keeping your brand top-of-mind before shoppers enter a retailer’s ecosystem.
Chicory: Your Go-To Partner for Full-Funnel Impact
Whether you’re focused on building awareness, driving usage, or inspiring conversion—and whether you’re selling butter, pre-packaged snacks, or dishwasher detergent—we help you connect with high-intent shoppers at scale, when it matters most.
Ready to get started working together? Book a meeting today.
