Whole Earth Brands Case Study

CATEGORY: PANTRY STAPLES

Whole Earth Brands accelerates new product launch at Walmart with targeted shopper marketing

COMPANY SIZE

Established

USE CASE

New product launch

RETAILERS

IMPACT AT A GLANCE

6,002

total community members engaged on both offer with 3,670 redemptions in-store

1,783

total reviews collected for syndication with an average 4.5/5 star rating

61%

redemption rate on initial offer

81%

of shoppers intend to repurchase the products

Whole Earth Brands is on a mission to enable wellness seekers to enjoy delicious foods and beverages through natural alternatives and clean label products. As one of the world’s leading global manufacturers of plant-based, zero and low-calorie sweeteners, Whole Earth Brands’ diverse portfolio of trusted brands — including Whole Earth, Wholesome, Pure Via, Equal, and Canderel — offers consumers high-quality, healthier alternatives that fit any lifestyle.

We had the opportunity to speak with Adriane Pilcher, Director of Marketing at Whole Earth Brands, about her experience working with Social Nature and how it has supported their retail strategy.

What challenges was Whole Earth Brands facing before Social Nature, and how did our platform help?

Adriane: We recently transitioned our products distributed in Walmart to new packaging graphics and new formulas and needed to build awareness and trial with consumers. Social Nature was a great platform for this as it helped us target the right shoppers, already shopping our category, with a purchase incentive and survey. We not only moved significant units during the program, boosting our sales performance, but gathered valuable product experience feedback from consumers.

How did Social Nature help Whole Earth Brands achieve positive retail results?

Adriane: We see the “Social Nature” boost clearly in our weekly Walmart data, during the time period the program was live. This performance has helped boost our launch performance data that our buyer sees and has driven our team to consider a second Social Nature program for Walmart later this year.

What were some of the key insights you gained from working with the Social Nature community?

Adriane: We gathered valuable feedback on our new formulas and why shoppers preferred them (or didn’t) vs. our old. We will use this data in upcoming selling decks and will also highlight top retailers preferred by our shoppers.

How does Social Nature stand out from other shopper marketing platforms you've used?

Adriane: The consumer feedback through Social Nature is invaluable, and the targeting capabilities will allow us to run future programs with new, unique shoppers, continuing to build our awareness and trial.

If you had to choose one thing, what would you say was the biggest impact of working with Social Nature?

Adriane: Productive and pleasant! The program shows direct sales lift and the Social Nature team is outstanding to work with.

What was your experience like working with the Social Nature team?

Adriane: Excellent! Very fast communication, and positive interaction each time.

Would you recommend Social Nature to other brands, and if so, why?

Adriane: Yes! It is an effective tool for building targeted awareness and trial among new-to-brand shoppers and gathering valuable insights on branding, product experience, preferred retailers, purchase intent, and more.

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