COMPANY SIZE
Early Stage
CATEGORY
Sauces
USE CASE
New product launch
RETAILERS
IMPACT AT A GLANCE
Mother-in-Law’s Kimchi started 16 years ago with a mission to share delicious, authentic, handcrafted, small-batch kimchi made from the finest natural ingredients. Founder Lauryn Chun was inspired to bring the beauty of Korea’s handcrafted kimchi tradition to the U.S., placing it among fine fermented foods like wine and cheese. Today, Mother-in-Law’s is known for having the best-tasting, fermented in-house kimchi and the top-selling gochujang in natural food stores, upholding the “son-mat” (hand taste) tradition in every jar.
We sat down with Justin Zotos, Head of Marketing, to hear how Mother-in-Law’s has worked with Social Nature to expand its national footprint and connect with shoppers.
Justin: We’ve done 3 campaigns with Social Nature now, and all of them have been around us winning new distribution – national distribution – into natural grocers like Sprouts and wanting to get a running start with what we’re doing. So we did this in the form of free product trial campaigns, and then we did a 50% off campaign and that was for the launch of our Everyday Kimchi. And then, recently we had launched an Everyday Gochujang, which is a line of squeezable Korean chili sauces, and those ones we did a free product campaign for. And what that really helped us do was get to a more established velocity than if we had just kind of gone in using the other non-digital marketing channels that we’ve done in the past.
The other thing that was important for us was collecting consumer feedback on the products. So for the Everyday Kimchi, Sprouts was the first retailer that we launched that line in or one of the first few, so it was great to collect consumer feedback at a more macro scale. And then same thing with these Everyday Korean chili sauces. We actually had a really tight timeline from when Sprouts told us they were picking it up and we had our first major order going out nationally distributed. So that was also our first ability to really capture consumer feedback. We were really happy with the notes that we got back.