Organic Spice Brand Promotes Premium Spices and Herbs
4.95X
iROAS
The Challenge
An all-organic spice brand partnered with Chicory on a campaign to showcase a selection of premium herbs and spices, including vanilla, vanilla extract, cinnamon, onion powder and garlic powder. Running during the early spring months of March and April, the campaign was designed to build brand awareness around key cooking and entertaining moments such as Easter, while also tapping into the seasonal shift toward lighter flavors and spring gatherings.
The Strategy
To reach consumers planning weekly grocery lists and preparing for holiday entertaining, Chicory activated its Premium In-Line and Pairings ad units across leading recipe websites. In-Line ads targeted ingredient keywords like “vanilla,” “vanilla extract,” “cinnamon,” “onion powder” and “garlic powder,” while Pairings ads aligned with seasonal recipe categories such as “Easter Classics,” “Easter Brunch,” “Easter Baking,” “Light Spring Eats,” “Outdoor Entertaining” and “Family Meals.”
Shoppers who engaged with the ads expanded them into shoppable modals, where they could add featured products directly to their carts at health-focused retailers specializing in natural products with the option to continue building their baskets or proceed to checkout.
The Results
The campaign successfully drove both awareness and sales, delivering a 4.95x incremental ROAS during the seasonal timeframe.
