Case Study: High Engagement With Healthy Shoppers

Oatmeal and Granola Brand Sees High Engagement With Healthy Shoppers

This CPG brand worked with Chicory to promote sales of its portfolio of oatmeal and granola products at a major retailer and select banner stores. To do this, they aligned their shoppable media with healthy consumer lifestyles.

2.61x

ROAS

1.83x

ROI

$91.4K

Sales Attributed to Chicory Campaign

Challenge

The brand wanted to raise awareness of its products as the ideal solution for the most important meal of the day. This oatmeal and granola brand sought to do so by grow category share and drive sales by reaching grocery shoppers in the planning mindset.

Strategy

A digital recipe strategy was the clear solution. To drive sales, we recommended sending shoppers to a product page at a major retailer when they engaged with Chicory Premium, our media product, across our recipe network. Chicory Premium ad units provide in-recipe advertising placements which allow brands to get in front of consumers during the planning and inspiration stages.

Chicory Premium ad copy spoke to healthy lifestyles and simple snack options. The brand activated both Premium in-line and pairings units. In-line units 1:1 targeted oatmeal and granola, recommending the brand’s product when they were called for as an ingredient in a recipe. Pairings units contextually targeted relevant recipe categories that aligned with simple and healthy breakfast solutions such as Breakfast, Protein-Packed, Yogurt & Smoothies and more.

Ads drove shoppers to curated product listing pages featuring all relevant SKUs, where shoppers could explore more and add products directly to their online shopping cart.

Results

Results measured by a third-party partner showed that 39% of total purchasing households were new and lapsed shoppers, accounting for 33% of total attributable sales. Overall this brand reached over 2 million households, landing a 2.61x ROAS and 1.83x ROI. It also surpassed click-through rate benchmarks significantly, with a CTR of 0.26%, indicating consumers were engaged with the messaging.