California Walnuts Case Study

For this campaign, California Walnuts worked with Chicory to present walnuts to consumers while they browsed recipes in our network, establishing California Walnuts as the best choice for cooking.

 
CA Walnuts Chicory Premium Pairings Ad Mockup

Campaign Objectives

  • Deliver .3% CTR.
  • Promote new uses of walnuts in cooking and baking recipes.
  • Establish among consumers that the best walnuts come from California.
  • Drive traffic to California Walnuts’ website and recipe content.
  • Produce foot traffic to stores where walnuts are sold and ultimately drive sales nationally.

Sure, you reach for a bag of walnuts when it’s time to make your favorite brownie recipe, but have you ever considered using walnuts in your pesto recipe or folding them into a quesadilla?

California Walnuts sought to inspire these new usage ideas through a recipe advertising campaign with Chicory. Ads would target food lovers and inspire them to try a new recipe featuring walnuts.

Chicory worked with California Walnuts to pair new usage ideas with related recipes, suggesting ideas like adding walnuts to a cheese quesadilla for added nutrition and flavor. The units, when clicked, led users to California Walnuts’ website and recipe content.

The campaign out-performed standard display units by nearly 4x and drove over 15,000 shoppers to promoted content pages during a single month of the campaign. When looking at the effect on brick-and-mortar purchases, the client saw 898,988 visits from in-market consumers within 14 days of viewing the campaign.

With the success of the test initiatives, the campaign will continue through the autumn of 2018.

Results

14.26%

Overall in-store sales lift as a result of the campaign was 14%, within 14 days of viewing ad.

0.75%

In-recipe ad unit CTR performance outdid standard display benchmarks by 250% and surpassed goals by 150%.

$0.04

The cost of getting a shopper into brick-and-mortar sales was $0.06 cheaper than third party standards.

 

March and April were exceptional months for this client, who focused on raising awareness via untraditional uses of its product. Early Spring is the perfect time of year to engage shoppers looking to shake up their usual dinnertime routines. Shoppers were particularly engaged with the idea of adding walnuts into pastas, salads and party snacks.

CHICORY SHOPPER INSIGHTS