Case Study: Peanut Butter and Jelly Brands Promote Convenient Squeeze Tubes for Holiday Baking
40%
of Sales from New and Lapsed Shoppers
8.96x
ROAS
The Challenge
Two well-known American brands teamed up with Chicory to promote their squeeze tube peanut butter and jelly products. The campaign aimed to showcase the convenience of this packaging and inspire consumers to use these products in holiday baking, like in peanut butter sugar cookies and jelly-filled cookies.
The Strategy
To attract holiday bakers, Chicory employed its Premium In-line and Pairings ad units across recipe websites. In-line ads targeted specific ingredient keywords such as "peanut butter," "almond butter," "jelly," "jam" and others. Meanwhile, Pairings ads were strategically placed in relevant recipe categories including "holiday baking," "holiday mains," "cookies" and "family-friendly recipes."
Shoppers engaging with the campaign were redirected to the promoted retailer's website, where they could browse a commerce-enabled curated product page and easily purchase the featured items.
The Results
The campaign effectively communicated its brand message to high-intent, head-of-household shoppers searching for meal inspiration and actively creating shopping lists. Forty percent of the purchasing households were new or returning shoppers to the brands, and the campaign achieved an 8.96X ROAS.
