How to reinvent a
stagnant brand.
Challenge
No Yolks is well known for its decade’s old lower cholesterol promise, but for today’s consumers, dinner is less about dietary benefits and more about the ease and flexibility, additional benefits of having no yolks. For Millennials and Gen Z, what they cook and when they cook it has no rules.
Challenger Brand Solution
Emotional Connection
Since our target consumers didn’t believe in rules for the kitchen, we embraced the change, and we made our campaign: No Yolks. No Rules.
Rather than push traditional recipes, we encouraged exploration. We’re using social media influencers to help build awareness, change perceptions and drive prospects to No Yolks’ revamped website, where users can find “din-spiration” from new recipes like Tacos without the Shells, Buffalo Chicken … and new twists on traditional recipes. Our fully integrated omnichannel plan includes digital video, banners and paid social and search. We’re also utilizing BDI/CDI data to optimize our shopper marketing program of retailer-sponsored search, onsite and offsite digital ads, add-to-grocery-list ads and moment-based mobile media, as well as Instacart and Ibotta, to drive immediate basket ring.
Results
The campaign launched in September 2022 and now one year in, sales are up 30% and ROAS on shopper marketing exceeds $6.00.
Paid search is performing extremely effectively with a CPC of $0.50. Top keywords are one pot meals, quick and easy casserole and inexpensive dinner ideas are placing the brand in the most sought after meal solution set.
In organic social, our engagement rate (by reach) is 20%, with the benchmark being > 5%. The best performing creatives are Taco Casserole, Buffalo Chicken Meatballs, and Leftovers Meme, recipes that contemporize and expand the brand’s appeal. Some other top performers are Dad Yolks and Siblings Day Meme, which help bring the brand personality and relevancy.
Average daily traffic to the website is up a staggering 75%, with the majority of traffic coming from paid search channels. Millennials and Gen Z account for approximately 50% of total website user traffic.
In sum, breaking the rules is breaking sales goals, so you will be seeing more of it, plus some new surprises.
