Growing a Groundbreaking Portfolio
For Rich Products, good things are growing with their plant-based product portfolio. From pizza crusts to desserts, their delicious products comprise a full field of options for their customers—one that there needed to be more awareness of. To do so, the Rich’s team turned to us to develop and execute a campaign to establish the company as a leader in plant-based food, and, in turn, demonstrate the value of further investment in both the plant-based portfolio and integrated marketing campaigns. We set our sights on foodservice and in-store bakery/deli operators across the country with a three-phase campaign, taking them on a delicious journey from awareness to engagement to motivation. The final campaign, with roots in plant-based branding developed by our team, included digital display, SEM, paid and organic social media, influencer marketing, email marketing, and content marketing via thought leadership. In just five months, the campaign generated over 1 million paid impressions, over 20,000 website sessions, and longer average visits to the plant-based landing page (over 10 minutes!). This full-funnel strategy resulted in the highest click-through-rate among all Rich Products campaigns in 2021.