Health Food Brand Case Study

Chicory worked with an all natural powdered peanut butter brand to spread the word about their unique, low cal product. Using ingredient and recipe targeting as the primary marketing tactics, Chicory worked to introduce this product to shoppers already in market for peanut butter and other protein-rich health foods (like post-workout shakes!). All ads were also made shoppable, sending products directly to Amazon.com carts any time a user clicked.

 
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Campaign Objectives

  • Raise awareness of this brand’s powdered peanut butter product throughout the Chicory Recipe Network

  • Boost lower funnel engagement

  • Build Amazon.com carts

It takes creativity, determination and a lot of hard work to reinvent a practically perfect American pantry staple like peanut butter.  But reinvention is only half the battle. You’re not just changing the product, you’re also changing how people think about it.

Here’s an example:

Lorna’s on a serious health kick and is always searching the web for recipe inspiration. She’s a huge fan of strawberry banana smoothies, but finds that they never hold her over until lunch. While browsing for a way to update her standby breakfast, she finds a recipe for a Strawberry Banana Peanut Butter Smoothie. There’s something she hadn’t thought of—adding peanut butter to her smoothie as a source of protein.

On the recipe page, she sees an ad for a powdered peanut butter product that is high in flavor and low on calories—exactly what she wants—a natural product that’s easily incorporated into her diet. She clicks the ad and the product is automatically added to her Amazon.com cart—another win.

By targeting the ingredient “peanut butter,” plus nutritious, diet-friendly recipes like shakes and smoothies, Chicory captured Lorna’s attention and helped her activate on her interest with a shoppable moment. And Chicory allowed this up-and-coming health food brand achieve recognition from thousands of in-market consumers who were perfect buyers for this product.

Making all media shoppable with Chicory’s Click-to-Cart technology not only made it easy for consumers to shop the powdered peanut butter instantly but also improved the brand’s listing on Amazon.com, with add-to-carts boosting their algorithm ranking.

Overall, the client was extremely pleased with the campaign results, which outperformed the program’s KPI by 40% and significantly contributed to their Q4 sales lift.

Results

+40%

CTR performance was 40% higher than Chicory benchmarks

3,224

Total orders sent to Amazon carts

$1.93

Value added to cart for every dollar spent


 

This health-conscious audience loves a refreshing smoothie but is even more obsessed with chocolate and finding ways to indulge in their favorite treat without sacrificing their health goals. Their top favorite chocolate and peanut butter combos were Healthy Chocolate Peanut Butter Cup Fudge, Keto Sugar-Free Peanut Butter Chocolate Bars and No-Bake Chocolate Peanut Butter Pie.

CHICORY SHOPPER INSIGHTS