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CATEGORY: Food

Veggiecraft Farms captures 49% repeat buyers at Walmart

Impact at a glance

49%

of consumers who tried Veggiecraft Farms bought it again

96%

of consumers reached had never tried Veggiecraft Farms

12,757

consumers applied to try Veggiecraft Farms

4.3/5

star product rating

67%

post-trial response rate

4000+

reviews

32%

email opt-ins to Veggiecraft Farms e-newsletter

The Challenge

Veggiecraft Farms is an emerging brand in the highly competitive pasta category. It was looking for ways to increase brand awareness, drive trial and gain consumer insights at Walmart.

At Veggiecraft Farms, we want to make eating veggies easy for everyone. So, we started with the consumer - what better way to make sure you are serving the consumer well than by hearing their direct feedback?

Kate Nees

Brand Manager, Veggiecraft Farms

The Solution

When Veggiecraft Farms met with Social Nature, it was an instant match. Social Nature gives the brand access to 1,000,000 natural category shoppers. Through the digital sampling campaign, Veggiecraft Farms took Walmart shoppers through a full shopper journey with its brand.

Social Nature has helped us by getting consumers into stores to try our products, which provides us with valuable consumer insights and feedback.

Kate Nees

Brand Manager, Veggiecraft Farms

Social Nature matched its consumers with Veggiecraft Farms’ targeting criteria, and 12,757 members applied to try Veggiecraft Farms. Qualified members received a free product voucher to redeem at Walmart. As a result, Veggiecraft Farms received over 4,000 product reviews with an average product rating of 4.3/5 stars. 32% of members who sampled the product opted-in to Veggiecraft Farms’ mailing list to receive direct communications and offers from the brand.

The Results

Driving positive impact at retail

Digital product sampling campaigns helped Veggiecraft Farms increase unit velocity and repeat purchases, and Social Nature Insights and data points supported product conversations with buyers.

  • 38% of consumers replaced a very popular pasta brand with Veggiecraft Farms – making the switch to natural!
  • 32% of consumers buy Veggiecraft Farms in addition to other brands they usually buy – making retailers very happy with the incremental purchases to the pasta category

The biggest impact of working with Social Nature is getting consumer insights on our products – the good and the bad. This feedback helps us make improvements for consumers in the future.

Kate Nees

Brand Manager, Veggiecraft Farms

Three months post-trial: 49% who tried Veggiecraft Farms repurchased

We conducted a three-month post-trial survey with people who sampled Veggiecraft Farms. It’s amazing to see that almost half of those who tried the product bought it again!

  • 49% who tried Veggiecraft Farms bought it again
  • 38% who tried Veggiecraft Farms repurchased at Walmart and 31% repurchased at a different grocery retailer
  • On average, consumers buy Veggiecraft Farms 1.3x/month

Social Nature is a valuable marketing program

Social Nature’s 67% post-trial response rate is one of the reasons it is such a valuable marketing program. Not only does it get people into stores, it entices them to try the product and provide feedback. The surveys are valuable tools, as we learn what else consumers may be interested in and if they went back to buy the product again.

Kate Nees

Brand Manager, Veggiecraft Farms

About Veggiecraft Farms

Veggiecraft Farms makes pasta alternatives that are gluten-free, veggie-forward, and packed with more protein and fewer carbs compared to traditional pastas.

Veggiecraft Farms pasta is great for homes with a gluten allergy, people looking to reduce their gluten intake, and anyone simply searching for ways to get more protein and veggies into their meals.

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