Driving Discovery and Consideration with Chicory Portfolio
Welcome to the next installment of our product blog series! In this blog, we’ll introduce one of our new ad formats, Chicory Portfolio, and review some exciting use cases for CPG brands and retail advertisers looking to highlight a variety of their products to an engaged audience of high-intent shoppers.
The Importance of Winning Meal Moments
In 2024, display ad spending for the CPG sector is expected to reach $28.19 billion. As the market becomes increasingly competitive, it’s critical that grocery brands be efficient with their media spend and reach consumers that are in the mindset to buy.
When it comes to meal planning, 91% of consumers use digital recipes. Consumers are actively considering their next grocery purchase as they browse recipe content for meal inspiration. Imagine a consumer is seeking the perfect appetizer recipe for game day. A snack brand might reach that consumer with a display ad for potato chips, but what if they wanted to promote their variety of flavors to increase the likelihood that a consumer would purchase?
This is the perfect use case for Chicory Portfolio. Built to drive discovery and consideration, Chicory Portfolio allows brands to showcase their product variety in a single, engaging ad unit, creating the opportunity to win the meal moment.
What is Chicory Portfolio?
Chicory Portfolio is a dynamic, rich media ad format that enables brands to promote multiple products within a single ad unit. Advertisers can bundle up to six items in a visually engaging format—perfect for highlighting multiple SKUs for a specific occasion or meal moment.
Chicory Portfolio ads are served exclusively on recipe pages and are contextually targeted to align with relevant recipe content. Remember that snack brand looking to promote their chips for game day? Leveraging our proprietary contextual targeting, Chicory can target their Portfolio ads to complement relevant tailgating recipes to create an all-in-one game day entertaining solution.
The ad format is also designed to support a seamless shopping experience at a specific retailer. Consumers can engage with individual products or the full product bundle, adding items directly to their cart at the promoted retailer with a single click. Alternatively, they can be directed to product description pages (PDPs) to learn more about the featured products.
Users can engage with individual products for the full product bundle.
Ways to Activate Chicory Portfolio
Whether it’s different flavors, sizes, or seasonal products, Chicory Portfolio gives consumers the option to explore a brand’s product lineup and engage with items that are most relevant to them. Common use cases for Chicory Portfolio include, but are not limited to:
Multi-Brand Scale Initiative: Larger CPG companies can promote a combination of brands to highlight how they fit together to support an occasion. For example, Chicory Portfolio can promote condiments, proteins, and toppings for summer grilling.
Multiple Pack Sizes: A beverage brand can showcase both individual drinks and multi-packs within one ad unit, catering to both single-serve buyers and those shopping for households. This flexibility gives consumers the option to choose based on their current needs.
Multiple Flavors: Suppose you’re a yogurt brand introducing new flavors. Chicory Portfolio enables the brand to bundle the new varieties into a single unit to increase discoverability.
Single Brand Product Variety: Individual brands can use the Chicory Portfolio to showcase the diversity of their product lines. For example, A frozen food brand known for its french fries can use Chicory Portfolio to feature its other frozen side dishes.
As consumers increasingly seek commerce experiences that are both convenient and relevant to their needs, Chicory Portfolio stands out as a winning solution. By showcasing multiple products within a single rich media ad, the format empowers brands to showcase their product variety and enables consumers to engage with the products that best suit their needs. The format not only enhances visibility for the brand, but also creates an easy buying experience for the consumer in just a few clicks.
Ready to discover how Chicory Portfolio can elevate your next campaign? Say hello@chicory.co to learn more.