How CPG Brands Can Use Chicory’s Shoppable Recipe Solution

Digital recipes are a powerful tool for CPG brands to connect with their audience and drive sales. And since nearly every — nine out of ten shoppers — use digital recipes, CPG brands can leverage them to go beyond standard shopper personas or shopper segments, ultimately reaching new and lapsed shoppers. How can they do so? Shoppable recipes. Shoppable recipes are just one in Chicory’s suite of contextual commerce solutions.

In this blog post, we'll explore what shoppable recipes are, how they work and how CPG brands can leverage them to reach new customers and drive items to basket. Whether you're a food brand looking to increase sales or a marketer interested in the latest digital marketing trends, this post will give you an overview of how shoppable recipes can benefit your brand.

What are Shoppable Recipes? How do Shoppable Recipes Work?

Shoppable recipes are digital recipes found on food blogs or recipe publishers’ sites that are commerce-enabled. This shoppability technology connects the content with grocers, allowing consumers to purchase all the ingredients needed right from the source of inspiration itself. Shoppable recipes provide a more seamless path to purchase for consumers. They can also be a powerful tool for increasing awareness and driving conversions for brands.

What is Recipe Activation?

Recipe Activation is Chicory’s proprietary shoppable recipe solution. Our shoppable recipe technology allows CPG brands to transform recipe content into commerce media. With Recipe Activation, you can not only advertise your products to shoppers at the moment they’re actively looking for inspiration: you can also position your products as a solution to consumers’ needs. 

How Can CPG Brands Use Shoppable Recipes?

Not sure how to use shoppable recipes in your strategy? There are multiple ways.

For brands with recipe hubs on their sites, shoppable recipes can create an additional opportunity for commerce and help drive sales. By integrating a shoppable element into your recipes, your brand can also improve the user experience of shoppers on their site and drive more revenue from an owned channel.

CPG brands can also activate contextual media within shoppable recipes. So, while a brand might use Chicory’s shoppable recipe technology on their own site, they could also partner with us to run Chicory Premium, our in-recipe, contextual media units, across our recipe network of 5,200+ sites. Our proprietary algorithm combined with our unique ad placement (within the recipe card) ensures that ads we serve are hyper-relevant to the recipe content on the page. These contextual media units allow you to reach high-intent heads of households as they’re indicating readiness to convert: the act of building their list or basket. 

There are many ways you can work with us to activate shoppable media to align with strategic needs. Our suite of contextual commerce solutions can help your brand launch a new product or increase share-of-market by sponsoring an ingredient across our network of 2,900+ independent blogs and large media sites, among other things!

With convenience being the top driver of ecommerce orders, the accessibility of digital recipes is not to be ignored. Brands that harness the power of digital recipes and incorporate recipes as a key CPG advertising strategy have the potential to reach millions more shoppers and influence purchases well before the shopper ever sets foot in-store. All without creating a disruptive experience.–

If you’re ready to incorporate shoppable recipes into your CPG strategy, reach out today.