Mastering the Marketplace: A CPG Success Story
Since the initial relationship began, ROAS has increased by 34%. Click-through rates have doubled year over year. And Partake has seen a 3% increase in conversion rate. At the same time, the brand has launched two new marketplaces and four new regional grocers to increase visibility for several new products.
Industry: CPG, Food brand
Solution: Retail Media Networks
About our Client
Partake Foods launched in 2016. They offer delicious, allergy-friendly foods to be enjoyed by those with or without food restrictions. Their cookies and baking mixes are certified gluten-free, non-GMO, vegan, and free of the top nine allergens.
The company has enjoyed rapid growth since its launch (#45 on the 2022 Inc. 5000 list!). Partake products are available nationally in stores like Whole Foods, Sprouts, Target, Walmart, Publix, Kroger, Albertsons, and The Fresh Market. Partake offers a variety of cookies. Options include crunchy, soft-baked, snack packs, graham crackers, & minis. They also have baking mixes for pancakes and waffles.
The Challenge
Partake had run limited marketplace campaigns alongside some direct sales marketing. Through these efforts, the brand found that the retention rate was robust. They struggled to build the upper funnel and find new customers at a cost-effective price. The brand's return on ad spend was just over break even for some platforms. Internal bandwidth made it challenging to scale to new marketplaces as distribution expanded.
Eyeful was brought in as an extension of Partake’s marketing team. Together, we worked to restructure active marketplaces to allow for a full-funnel marketing approach. This strategy needed to align with future business plans and product concentrations. The team worked to deepen efficiencies for established customers in the various marketplaces. We also highlighted significant sales periods for Partake and doubled ROAS for repeat customers.
“Eyeful has been supporting us at Partake Foods for over a year, and we are so happy with our partnership. As a women-led, minority-owned, and mission-driven brand ourselves, there are a ton of synergies between our two companies.
“Additionally, their team is extremely knowledgeable and solutions-oriented to help us meet our objectives. Eyeful is truly an extension of our team, and I am excited to tackle 2024 with them by our sides.”
- Becca, Marketing Director Partake Foods
We leveraged our relationship with marketplaces and built an always-on testing approach. This method allowed Partake to stand out against competitors with engaging ads and new placements. We helped test coupon-specific campaigns, leaning into specific retailers and cart purchases. We also launched display and banner ads. All of this helped Partake find a winning strategy that produces efficiency, brand visibility, and growth for new customers.
There was a business shift to focus on retailer sales over site sales in Q2 of 2023. This change allowed for more aggressive top-of-funnel advertising in established marketplaces. Partake saw expansion into two new marketplaces while maintaining overall ROAS above the industry benchmark. (2023 Avg. ROAS of $1.63 for CPG food & beverage categories)
Findings & Results
Since the initial relationship began, ROAS has increased by 34%. Click-through rates have doubled year over year. And Partake has seen a 3% increase in conversion rate. At the same time, the brand has launched two new marketplaces and four new regional grocers to increase visibility for several new products.
As a strategy, Partake began leaning into product promotions to entice new customers and win back lapsed customers. They also focused on creating more granular product targeting. The team found these strategies granted them a 17% decrease in cost per acquisition and a 12% lower cost per click.
The Eyeful team worked with Citrus Ads and Instacart to support new in-store launches. This, along with sharing offline data, has helped build a more holistic marketing approach. The approach has led to a 25% increase in in-store sales and boosted brand awareness. Future plans include continuing expansion in more visual and engaging content. We will also continue support for in-store growth. These practices stand to prove pivotal in the emerging marketplace environment.