Case Study: Mayonnaise Making Swap a Success for Easter
39%
of sales from new and lapsed shoppers
7.6X
Attributable ROAS
The Challenge
This major brand worked with Chicory to drive purchase of two mayonnaise brands during the spring season and Easter holiday. The campaign aimed to remind shoppers that mayonnaise can be used in several fun and creative ways throughout the spring.
The Strategy
To engage spring shoppers looking for delicious and convenient entertaining meal solutions, Chicory deployed its shoppable Premium In-line and Pairings ad units across recipe websites. In-line ads focused on key ingredients like ”mayonnaise," while also deploying our conquesting strategy by going after “ranch” and “sour cream” to educate shoppers on the brand’s different usage occasions. In instances where the media featuring a swap ran, engagement was slightly higher.
Pairings ads honed in on relevant recipe categories such as “Easter classics,” “delicious dips,” “party apps,” and “dressings & sauces.”
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 encouraged trial and conversion for the brand, attracting 39% of total purchasing households from new and returning shoppers, thereby increasing the brand’s market share at the promoted retailer. Additionally, the campaign achieved a 7.6X attributable ROAS.
