3 Clever Ways Brands Are Using Recipes to Inspire and Drive Sales

If you’ve recently read a food blog or checked out a cooking app, you know that recipes are a powerful tool for brands. Modern recipes go beyond a helpful list of ingredients and instructions; they spark creativity, inspire culinary possibilities, and connect with customers on an emotional level. But here’s an intriguing statistic: 92% of recipe ingredients still get purchased in-store, even with the rise of digital recipes and online grocery shopping.

With shoppers seeking cooking inspiration online but continuing to prefer shopping at brick-and-mortar retailers, brands face the challenge of turning those pre-shop online recipe browsers into committed in-store shoppers. But what if we told you there is an omnichannel solution allowing brands to connect and convert recipe researchers into brand buyers? 

This blog explores ways three CPG brands are leveraging recipes to connect with their customers and drive sales in-store and online. Read on to learn about their successes and the powerful new 360° recipe media solution driving big CPG wins. 

1| Easy Weeknight Inspiration for Tasty Bite

• Brand Challenge: Drive sales and awareness in a competitive market for the popular Indian food brand, Tasty Bite. 
• Solution: Use recipes as a lower funnel ad tactic with other awareness and consideration ad targeting tactics to inspire busy consumers through the purchase funnel. Tasty Bite used recipe Add-to-List features providing seamless grocery list integration for in-store shopping and Add-to-Cart multi-retailer purchase options to easily and instantly add their brand to Ecomm carts. 
• Results: The campaign exceeded expectations with a significant sales lift and impressive click-through rates. The results demonstrate the effectiveness of using recipes alongside other ad tactics to target busy shoppers seeking convenient, and tasty, meal solutions, especially when amplified by targeted reach.

2| One-Click Cocktail Recipe for Campari

• Challenge: Storied alcohol brand, Campari faces competition with the surging popularity of ready-to-drink (RTD) beverages during the holiday season.
• Solution: Create a campaign offering a time-saving recipe solution for cocktail lovers. By leveraging One-Click Recipe functionality, shoppers could effortlessly add all the ingredients for an Aperol Spritz cocktail to their online shopping cart with a single click. Additionally, employing a complementary Keyword Intercept tactic helped target high-intent consumers actively searching for terms such “liquor” and “tequila.”
• Results: By simplifying the cocktail-making process, Campari successfully captured the attention of busy holiday shoppers seeking a festive yet convenient beverage option. The ease of one-click ad functionality was critical to this campaign’s success.

3| Unlocking Culinary Creativity for Kikkoman

• Challenge: Encourage new and innovative uses for Kikkoman’s iconic sauce and seasoning products during the holiday season.
• Solution: This popular condiment brand’s campaign showcased diverse recipe content featuring creative ways to incorporate Kikkoman products. Using targeted recipe suggestions ensured high-intent consumers discovered online recipes using complementary ingredients often sought during the holidays, like “turkey” or “sweet potatoes.” Employing a sales-driven approach combined building recipe awareness with functionalities that made purchasing easy. The campaign used Add-to-List and Add-to-Cart functionalities for easy list creation and effortless cart conversion. 
• Results: This campaign demonstrates the power of recipes to inspire consumers and drive product usage beyond traditional applications. Employing a multifaceted approach ensured recipe awareness and seamless purchase integration of Kikkoman-branded products.

A Marketing Recipe for Success

These three case studies showcase the versatility and effectiveness of recipe-based marketing. By understanding customer needs and leveraging the power of inspiration, brands can create engaging campaigns that drive sales, build brand loyalty, and establish themselves as culinary authorities.

So, how can you incorporate recipes into your marketing strategy? 

Consider the following:

• Identify your target audience and their pain points.
• Analyze the varied ways your brand could fit within the digital recipe ecosystem (e.g., stand-alone ingredient, complement to a meal, unique twist on a classic, etc.) 
• Enlist an advertising partner that offers an omnichannel solution (see below!)

The Secret Sauce: Unveiling the AdAdapted 360° Recipe Media Solution

These three case studies showcase the power of recipe-based marketing, but the secret ingredient behind their success is AdAdapted’s 360 Recipe Media Solution. Here's how AdAdapted empowers brands:

• Reach Consumers Everywhere They Search: Target recipe searches, display ads alongside relevant recipes, and connect with consumers across recipe websites.
• Make Shopping Seamless: Allow consumers to effortlessly add ingredients to shopping lists or carts with a single click and create immersive shopping experiences with interactive recipes.
• Target Strategically: Ensure your brand is the go-to choice for specific ingredients, feature your product alongside complementary items, and target campaigns based on meal occasions and holidays.
• Customize Your Approach: AdAdapted offers solutions to fit your goals, whether you want to prioritize in-store purchases, drive immediate sales, build brand awareness, or achieve a combination of these objectives.

By understanding customer needs and leveraging the power of inspiration with recipe-based marketing, brands can create engaging campaigns that drive sales, build brand loyalty, and establish themselves as culinary authorities. Consider incorporating these tips and exploring the AdAdapted 360 Recipe Media Solution into your marketing strategy to unlock the full potential of recipes and create YOUR unique recipe for marketing success.