Case Study: Healthy Swap

Healthy Swap Campaign Puts Riced Veggies On Top

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.

$351K

Brand Sales Attributed to Chicory Media

0.24%

Click-Through-Rate

5.86x

ROAS

Challenge

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.

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

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.