Specialty Product Launch
Driving the launch of a private label product line with a customer survey and collecting new data on buyer behaviour.
Farm Boy, the Ottawa-based grocery chain now owned by Sobeys, had expanded to nearly 30 locations across Ontario by the end of 2018. The company’s growth was strong, with a number of newly opened stores in Toronto, Oakville, and Hamilton. Farm Boy wanted to ensure store performance stayed strong throughout January, typically a period of decline for retailers, where buyers are often resolving to reduce spending. Coming off the successful customer acquisition campaign at their Hamilton location, Farm Boy approached Iversoft for another seasonal strategy with marketing execution.
marketing. strategy. technology.
Buyers in January typically start looking at self-improvement over self-indulgence, and the trend toward vegetarian and vegan diets had recently gained popularity. Iversoft saw there was a significant opportunity to promote Farm Boy’s private label products and prepared foods that catered to those dietary lifestyles. In light of Dalhousie University’s Grocery Experience National Survey Report (2018), Iversoft was inspired to develop a marketing campaign that surveyed Farm Boy’s customers. On top of evaluating market sentiment, Iversoft’s strategy aimed to increase social media followers, increase website traffic, capture emails, and generate content informed by data on customer preferences.
Iversoft launched the “Plant-Based Picks” campaign in January of 2019, geotargeted to all of Farm Boy’s locations. With 3,535 total survey responses, Iversoft more than tripled Dalhousie’s original sample size, ultimately informing Farm Boy of significant diet trends and buying behaviours in their customer base. Using A/B testing to maximize on ROI, ad variations were optimized for performance on Facebook, Instagram, and Pinterest with a reach of 136,735 and resulting in the capture of over 2,000 new emails. Email opt-in and website traffic increased dramatically during the campaign, notably from engaged new customers, giving Farm Boy valuable insights into their vegan product line and where customers valued spending their dollars.
Email Campaign Development