Snack Portfolio Brands Score Big with Game Day Shoppers
8.7x
iROAS
6.2%
Sales Lift
3.7x%
Featured Item ROAS
The Challenge
One of the largest snack-food companies partnered with Chicory on a campaign to promote several of its iconic cracker and cookie brands within its portfolio during Super Bowl season. The goal of the campaign was to encourage use of these snacks in game day spreads and recipes.
The Strategy
To reach game day shoppers, Chicory activated its shoppable Premium In-Line and Pairings ad units across leading recipe websites. In-Line ads targeted relevant ingredient keywords such as “crackers,” “cookies” and “sandwich cookies, while Pairings ads aligned with game day recipe categories like “Game Day Eats,” “Tailgating Tastes,” “Party Apps and Finger Foods,” “Dips,” “Chili,” “Sweet Treats” and more.
Shoppers who engaged with the ads could seamlessly add the featured products directly to their online shopping cart on the promoted big-box retailer’s website, with the option to continue building their basket or proceed directly to checkout.
The Results
The campaign successfully drove sales, delivering an incremental ROAS of 8.7x and a 6.2% sales lift and 3.7x ROAS for featured items. By combining recipe-driven media tactics with in-store activations—such as shippers and store displays—the brand created a cohesive campaign in which online media effectively amplified in-store presence and reach.
