Natural grain-free snack brand breaks into conventional grocery with $2.52 CPA

April 16, 2020



Online CPV


Higher Conversion Rate


Retail Arrivals after ad exposure.


Cost Per Arrival


Omnichannel CPA 

As an emerging snack brand, moving out of natural stores and looking to gain market share quickly, our client was looking for a highly targeted solution that could support their conventional grocery store rollout.

The CPG Digital Solution

To reduce ad waste on conventional shoppers that were likely never to try a “grain-free”snack. We built several custom conventional shopper audience’s using UPC level data that met the following criteria:

  • Direct Competitors: Households that have bought UPCs from our client’s top 30 direct competitors.
  • Market Basket: Households that bought other grain-free products that were considered high-value indicators they would be in the market.
  • Naturally App Savvy: Households that shop online at natural food retailers and have delivery apps downloaded (Instacart, Shipt, Prime Fresh, Postmates, etc.)

By targeting cohorts of customers that frequent conventional retail locations but also have shown positive purchase history for our clients competing brands, we were able to reach a highly engaged audience of potential first adopters.

The Results

This strategy proved sound resulting in big wins both online and in-store.

Online, cost per website visit to the direct site was $8.30. 3rd party sites such as amazon were not included in our tracking. Traffic that was exposed to CPG Digital delivered ads showed a 4x higher conversion rate compared to traffic that was not exposed at any point in the sales funnel.

In retail, we measured over 1MM+ retail arrivals after ad exposure with a very effective $0.29 cost per arrival. Resulting in an overall Omnichannel CPA of $2.52.

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