Through occasion-based content, we kept the the brand portfolio top of mind between our key drive periods by positioning Farmer John as a brand that supports all types of family meals, which multiplied during COVID. All paid social drove to recipes on farmerjohn.com for more exploration.
Find Your Flavor
DIGITAL
Programmatic media & digital banners were leveraged to highlight the range of flavors and drive consideration of the Farmer John brand. All banners clicked through to farmerjohn.com where shoppers could find recipe content to inspire flavorful family meals.
SOCIAL
Paid social drove qualified traffic to the Farmer John site through Facebook, Instagram and Pinterest content.
Through high impact creative, we enticed users to engage with and purchase Farmer John products during the New Years resolution-making drive time.
FACEBOOK MESSENGER CHATBOT EXPERIENCE
Accessed through Facebook Messenger, we built a chatbot that allowed shoppers to interact with the brand and discover recipes and content for any mealtime occasion.
Break the Routine
Summer means more grilling, more get togethers, more family time. And with Farmer John, it meant more flavors inspired by the communities people lived in!
We created an entire season of summer fun dishes meant to bring some #LocalFlavor to the next breakfast, lunch or barbecue. Our summer creative and messaging put those flavors in front of families and asked them to share their favorite recipes and local summer flavors, too.
OOH
DIGITAL
Bacon the Best of it
During the summer drive time, we engaged consumers thru additional rich media, social content, a sponsored Pandora playlist, and an influencer campaign, all centered around a crowd favorite, BACON.
RICH MEDIA
In this rich media experience, users would drag Farmer John products onto a cutting board that would reveal recipes pairing Farmer John bacon with their selection.
Gift of Flavor
To close out the year, holiday themed social posts and rich media will inspire consumers to “share the gift of flavor” by preparing appetizers and family-favorites curated on farmerjohn.com.
Additionally, given 2020’s uncertain circumstances and anticipation of families being separated for the holidays, family themed Pandora ads encouraged families to start new traditions and cook together, even while apart.
R.O.I.
COST PER CLICK
With a low cost of 32¢ per click, recipe content generated very high interest and efficient cost
1.85:1 ROI
RETURN ON ENGAGEMENT
+18pt future purchase intent grows by 18% YOY across the portfolio
+6pt brand consideration grows across the portfolio from 68% to 74% YOY
161MM total impressions delivered
+15pts purchase intent in additional Farmer John segments beyond breakfast grew between 13–15%
86% of new buyers (Hispanic) are likely recommend Farmer John (10pt higher that Oscar Mayer)
