Case Study: Healthy Swap Campaign Puts Riced Veggies On Top
$351K
Brand Sales Attributed to Chicory Media
0.24%
Click-Through-Rate
5.86x
ROAS
The Challenge
Healthy eating starts with small steps and simple swaps. Seeking to make healthy living easy for consumers, this popular frozen vegetable brand launched a line of riced veggie products.
The brand needed to reach consumers at the moment of meal inspiration to suggest riced cauliflower as a simple and healthy alternative to traditional white rice. Chicory, with its contextual advertising recipe network of over 1,600+ recipe sites, stood out as an optimal partner to collaborate with on this campaign. Seeking to drive sales at a single retailer, the brand successfully grew category share against its competitors and achieved above-benchmark results.
The Strategy
Chicory encouraged consumers to “make the switch” to the brand’s riced cauliflower-based products by using Premium in-line units to target recipes that called for rice and risotto as ingredients. Pairings units positioned products as a great addition to recipes across categories such as Weeknight Meals, Asian Fusion, Simple Sides, Quick & Easy and more. Ad copy and imagery highlighted how the product makes adding veggies to any meal both delicious and easy
The Results
Working with a third-party measurement partner, Chicory secured impressive results on this campaign with $351,600 in total brand sales attributed to Chicorymedia. The campaign yielded an extremely strong ROAS of 5.86X and CTR of 0.24%, nearly double Chicory’sbenchmark. Perhaps most importantly, the brand successfully grew its audience as new and lapsed shoppers comprised 64% of the total purchasing households and 59% of the total attributable sales—forging a path towards increasing customer lifetime value.
