65%
of tracked prompts now name the client
Medallion Foods is a Seattle area pasta manufacturer. For years it sold in bulk to distributors, restaurants and soup makers, about 30 business customers a month, and had never spoken to a home cook. In 2020 it launched a retail product, a three minute spaghetti, and needed shoppers to know it existed.
There was no Facebook page, no Instagram, no Pinterest, no email list and no consumer website. Amazon carried 40% of sales. The only brand running a comparable product was a national pasta company with a national budget.
We built every channel from zero and let the data pick the winners. Google Search ran across five western states on product and recipe keywords, Pinterest on cooking and meal planning interests, and Facebook and Instagram on A/B tested audiences where women and college students were the two hypotheses. A new website launched in the first quarter, and the plan set out newsletters, a giveaway and influencer outreach for the following months.
Source: Medallion Foods Digital Review, April 13 2021; Google Ads, Pinterest and Meta exports for the first quarter of 2021.
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