Confectionary Brand Captivates Shoppers with Easter Jellybean Campaign
8.5x
Incremental ROAS
The Challenge
A confectionery brand specializing in holiday and celebratory candies partnered with Chicory to promote their egg-shaped jellybeans for the spring Easter season. The campaign aimed to boost awareness and drive sales of these candies at key retailers as shoppers prepared for Easter celebrations.
The Strategy
To engage shoppers seeking recipe inspiration for Easter, Chicory employed its Premium In-line and Pairings ad units across recipe websites. In-line ads targeted specific ingredient keywords like “jellybeans” and “gummy candy,” while Pairings ads focused on relevant recipe categories such as “Easter classics,” “savory breakfasts,” “Easter entertaining,” “snacks,” “baking and desserts” and more.
Shoppers interacting with the ads could expand the media units into shoppable modals, which revealed a curated selection of available retailers personalized to their zip code. This allowed them to easily choose their preferred retailer and seamlessly add the jellybeans to their shopping carts.
The Results
The campaign successfully inspired consumers to purchase the jellybeans for their Easter celebrations, achieving an 8.5X incremental ROAS across promoted retailers.
