“What stands out with Social Nature is the combination of targeted trial and actionable insights. The ability to engage consumers who are already predisposed to our product category and values, while also gathering comprehensive feedback on everything from taste to pricing perceptions, sets Social Nature apart. Additionally, the opt-in data and consumer reviews provide ongoing value beyond the initial campaign, enabling us to build long-term engagement with new customers.”
In order to do that, True Story Foods needed to drive targeted trials, get shopper feedback and access actionable data to better understand what marketing strategies would be most effective with attracting the right shoppers to their new product.
As McKiernan Flaherty, Brand Manager explains, “This campaign was aimed at expanding household penetration, boosting unit velocity, and gathering actionable consumer data that could guide our marketing strategy and improve future performance.”
“The campaign drove a notable spike in unit velocity and supported key accounts.... This uplift helped strengthen our relationship with the retailer and will aid in future buyer meetings by providing concrete data, including consumer feedback and purchase intent metrics. The campaign also contributed to incremental sales, bringing new shoppers into the category and increasing product visibility in-store.”
The shopper feedback the brand received shed light on the importance of educating consumers on the benefits of organic and grass-fed meats to justify the premium price point.
True Story Foods found it helpful to compare and contrast shopper insights across regions where the product was sampled, using the feedback to enhance the brand’s messaging and in-store promotions. Taking a more geo-targeted approach to their marketing resulted in instant improvements in their consumer engagement.
In the end, True Story Foods not only saw an increase in sales but gained thousands of new loyal new customers and valuable insights that will continue to inform their future marketing strategies and retail expansion plans. As a result of the campaign, the brand now feels more confident in their ability to compete, grow, and continue delivering high-quality products to new and existing customers alike.
“The campaign's results provided strong proof of concept for retailer conversations. It also allowed us to gather rich consumer insights, including feedback on flavor, product attributes, and barriers to repeat purchases, which are vital for refining our product positioning.”