Case Study: Dairy Alternative Using Recipes to Launch New Product
10M+
Recipe browsers reached
0.28%
Overall Campaign CTR
1.9M
Store visits generated
The Challenge
For this well-known alternative dairy brand, its products have become a favorite for families avoiding dairy, using its soy-based milks as the perfect pour-over for cereal or cookie accompaniment. The brand was challenged by convincing its customers to think of the brand in new scenarios--like for dessert toppings or to pour into morning coffees.
The Strategy
The brand teamed up with Chicory to use endemic recipe environments to reach heads of household as they made their shopping lists, ensuring that the brand was top of mind when purchase decisions were happening.
Recipe Targeting:
To do this, the brand both enacted a widespread targeting tactic to reach shoppers looking for their products in recipes (whipping cream, heavy cream, half and half), but also aligned products with relevant usage occasions like healthy breakfasts, plant-based diets and vegan meals to identify potential new shoppers.
The Results
The campaign generated over $85k in products sent to baskets online, but also generated one store visit per five shoppers reached, proving that the broad recipe targeting strategy was a surefire way to launch new products effectively to market, both online and off.
