An Irish food brand Strong Roots partnered with Mason Interactive to launch their plant-based products in the USA. Through hyper-local partnerships and strategic media buys the brand saw a significant lift in online buying intent and in-store purchases.
The Right Blend of Online and Offline Drives Omnichannel Success
of target audience reached
+ 5 to 10 points
above average coupon redemption
Strong Roots’ completely vegan, plant-based line of frozen food products provide convenient and healthy products for home cooking. They believe healthy, plant-based food should be responsibly grown, and accessible to everyone.
One of the UK’s fastest-growing vegan food brands, Strong Roots was expanding into the USA. Mason Interactive helped the brand to build its reach, increase brand awareness, and drive in-store purchases in the new market.
While in-store demos were out of question due to COVID-19, Strong Roots needed a creative strategy to increase brand awareness and sampling of the products. The brand partnered with a pop-up restaurant Ghost Truck Kitchen to serve Strong Roots’ products on their menu for takeout and delivery. Strong Roots turned to its performance marketing agency Mason Interactive to help maximize the reach of the new partnership. It was essential to find an effective approach that would not only boost online orders but also drive customers to the store.
The omnichannel campaign was two fold, blending online and offline best practices into a seamless customer experience. In order to reach ideal customers and drive online product orders, the team built hyper-targeted Facebook advertising campaigns. Once the order was placed, customers received an in-store coupon in the food bag to encourage sampling of a wider selection of Strong Roots’ products available in local grocery stores.
A big factor behind the campaign success was the in-depth understanding of interests and characteristics of Strong Roots’ likely customers and target audiences. Mason Interactive leveraged a set of customer profiles to build lookalike and custom audiences around interests, habits and demographics to drive strong response and engagement. The team applied zip code geo-targeting to cover participating stores near the Ghost Truck Kitchen. This ensured that the online targeting connected to offline behaviour, and therefore helped with in-store coupon redemption.
As a result of the omnichannel strategy, Strong Roots’ items quickly became one of the top selling items on the pop-up kitchen’s menu. While the number of online orders grew, the brand also saw a spike in in-store purchase behaviour from increased coupon redemption. Moreover, the coupon use rate was above average within the custom-built geo target. Over the course of the campaign, Strong Roots was able to reach 70% of the desired target audience in Facebook and Instagram.
We were looking for a way to get sampling done in a time where we couldn’t sample in store. Mason helped us reach consumers at every point in the funnel – from awareness to purchase, they had solutions to drive conversion and worked with us to find efficient ways to measure the work. The learnings we got from the partnership are invaluable to how we move forward as a brand.Craig BowlinGeneral Manager, Head of the US, Strong Roots