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CATEGORY: FROZEN

Social Nature drives 1 in 5 sales for Chloe’s at Publix

Impact at a glance

Chloe’s needed to generate awareness and trial for their new SKU, Salted Caramel Oatmilk Pops, at Publix.

1 in 5 sales

attributed to Social Nature during the peak summer period

90% have never tried Chloe’s:

a huge consumer acquisition opportunity

18,546

consumers engaged

7,000

samples delivered

86%

purchase intent

70%

post-trial response rate

4.5/5

star product rating

36%

email opt-in rate

The Challenge

Chloe’s launched their Salted Caramel Oatmilk Pops at Publix in early 2021. For frozen treat brands, summertime is peak selling season. Driving trial and awareness at retail with the right target consumer is required to win against competitors.

In-store demos and in-person events aren’t readily available across retailers and regions despite the economy reopening. Chloe’s needed a way to drive trial at scale while making this impact measurable on retail sales.

The Solution

Social Nature provides a way for Chloe’s to get their product into their core consumer’s hands, drive trial at scale, and have that trial impact retail sales at Publix. The qualified email opt-ins and online product reviews further propelled their ability to stay top of mind with consumers.

Before COVID, Chloe’s relied on in-store sampling and in-person events to drive trial and awareness. Now they have a better way to demo that’s targeted to their key retailers and available year-round – even during a pandemic!

Engaging the right audience captures 86% purchase intent

Social Nature’s community of 750,000+ members are looking for better-for-you options for themselves and their families. Key parts of Chloe’s target audience are Moms and health-conscious consumers – over 60% of Social Nature’s community has children and 100% are health-conscious.

By putting their better-for-you Pops into the right people’s hands, 86% of consumers said they’d purchase the Pops again. Additionally, 36% opted-in to Chloe’s online newsletter to be the first to know about new product launches and special offers.

Scaled, targeted sampling supports new product launches

Digital product sampling allows Chloe’s to drive awareness and trial at scale, especially for new product launches at specific retailers. Chloe’s targeted users that fit their demographic profile and who lived within 6 miles of a Publix store.

Consumers who picked up a box of Pops in-store with the free product voucher now know where to find Chloe’s products on their next shopping trip. Driving the consumer to the point of purchase is key for driving sales.

Measuring the impact for retail sales

Social Nature’s campaign was responsible for selling 17-20% of the Salted Caramel Oatmilk Pops during the peak summer season at Publix.

“To be able to attribute almost 1 in 5 sales of an item to a single tactic outside of price promo is very impactful.”

– Tina Mehta, Director of Category Development, Chloe’s

To drive further trial and velocity, Chloe’s included a $3 off any two products coupon for consumers. At the time of the report, 27% of consumers purchased other Chloe’s products and 39% bought more Oatmilk Pops.

The level of qualitative and quantitative insights you get from the program PLUS being able to attribute sales to the program and not just marketing metrics like impressions helps us get a lot more for our marketing spend.

Tina Mehta

Director of Category Development, Chloe’s

Understanding the consumer and your competition

Each campaign comes with a pre- and post-trial survey. Through these surveys, Chloe’s learned:

3-1

The product attributes that matter most to consumers who shop the frozen treats category.

The other frozen treat brands consumers are purchasing and the frequency they purchase.

1-1

The things consumers liked or did not like about Chloe’s Pops.

We can see amongst a significant sample size the other frozen novelty brands that Publix shoppers are buying, and go after them more specifically as we work to grow our sales there.

Tina Mehta

Director of Category Development, Chloe’s

About Chloe’s Fruit

Chloe’s mission is simple like its ingredients: make delicious, better-for-you food more accessible to more people.

Chloe’s makes frozen treats with nothing to hide. Its fruit pops are made with just fruit, water and cane sugar – that’s it! And its oatmilk pops are smooth and creamy without the dairy. All Chloe’s products are dairy-free, gluten-free, plant-based, made with only natural ingredients, Non-GMO Project Verified, Kosher, and contain nothing artificial.

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