Aug 6, 2018

Ocean Mist touts success marketing artichokes

Artichoke grower Ocean Mist Farms is learning more about the foodies who love their vegetables.

In an effort to learn more about the artichoke shopper, the brand’s spring promotion served as a resource for consumers searching for educational material on the benefits and usage tips for artichokes, recipe inspiration and digital coupons through iBotta. In turn, the brand earned more than 15,000 new shopper contacts that are interested in learning more about the brand.

Through the retail-specific data Ocean Mist has gained from its partnership with iBotta, the brand is able to verify that more than 9,500 shoppers used the technology to download a coupon for Ocean Mist branded products and completed an in-store purchase. As a result of this interaction, the brand is able to measure in-store purchases while learning more about the shopping behaviors on a new demographic of consumers buying Ocean Mist products.

“While we saw a tremendous amount of engagement with our online communities during the spring promotion, we’re also able to confirm in-store traffic which created a unique touchpoint for us to learn more about the Ocean Mist shopper,” said Diana McClean, senior director of marketing at Ocean Mist Farms. “Now that we have new contacts that have indicated they would like to receive more information on Ocean Mist Farms, we are able to nurture their unique preferences to keep them engaged to become stronger artichoke advocates who are motivated to continue to purchase artichokes.”

In conjunction with the digital coupon campaign, the brand employed strategic influencer partnerships to speak to a national audience on trending topics in an effort to further spark creativity and recipe inspiration. By utilizing these influential partnerships, the brand was featured on a nationally syndicated television segment in addition to gaining coverage on NBC News Better for Instant Pot recipe content.

“We seek to continue to inspire and educate our online communities with enriched content from influencers who can speak to these trends. We believe that Ocean Mist Farms can be a resource for the inexperienced artichoke cook as well as the polished chef by keeping a pulse on what’s going on in the artichoke enthusiast’s world,” McClean adds.

The brand looks forward to nurturing the new shopper contacts and its existing community throughout the year with content specific to their needs. Additionally, the company is eager to support its retail partners with comprehensive content on the Ocean Mist shopper through its bi-weekly trade emails. To subscribe to the Ocean Mist trade emails, visit https://www.oceanmist.com/crop-update.