Bob Evans Farms Drove Record New Product Awareness and Increased Sales

Campaign Goals

Bob Evans Farms, a food company with an extensive line of refrigerated side dishes, looked to drive awareness and purchases of their new Mashed Cauliflower side dish available for purchase in grocery stores. To match the innovation brought forth with the Mashed Cauliflower product, the Bob Evans team leveraged immersive creative to fully engage shoppers in the experience and drive excitement around the new product and the entire Bob Evans portfolio.

Following the successful product launch and awareness campaign, Bob Evans Mashed Cauliflower won the 2023 Product of the Year USA Award in the Meal Solution Category.

Strategy

Moments

Delivered exclusive high-impact 1:1 mobile ads to shoppers in stores

Preceptivity

Primed and engaged target audiences at peak times when they were most receptive to messaging

Audiences

InMarket’s custom audiences enabled Bob Evans Farms to target Geo-targeting at national grocery stores and Side dish purchasers.

Immersive Creative

Bob Evans Farms leveraged immersive creative to fully engage shoppers by bringing them into the ad experience. Shoppers were invited to ”Explore The Table” and “Find the Perfect Dinner Side” through interactive menus and dish selections. This new immersive creative allowed for shoppers to experience new Bob Evans’ table-top dishes alongside their long-standing favorites!

Results

With the support of InMarket, Bob Evans Farms outperformed benchmarks, driving increased awareness and record engagement! In addition, this campaign has been recognized for it’s incredible success, winning several industry awards, including the 2023 MarCom Awards (Gold Winner), the 2023 MarTech Breakthrough Awards (Best Mobile Marketing Platform), and the 2023 Global Tech Awards.

5.31%
Immersive Creative CTR
8.9x
Above Industry Benchmark

4.31%
Overall Campaign CTR
7.2x
Above Industry Benchmark

Sales Lift Study

Across the Bob Evans Portfolio, Pathformance leverages a test and control methodology to measure the incremental sales at select grocery stores – Albertsons, Food Lion, and Meijer – driven by the campaign exposure.

+6.3%
Sales Lift
+966K
Incremental Sales
+$6.44
ROAS

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