About Alpha Foods
Social Nature’s impact on Alpha Foods’
Arinn Ryan – Director of Marketing, Alpha Foods
Arinn Ryan is a Marketing Director at Alpha Foods. Hailing from a global agency and tech start-up, Arinn marries the big idea thinking that comes from agency life paired with the resourceful and strategic thinking required to keep up with a booming start-up. With expertise managing integrated campaigns, Alpha Foods offers up a challenging and rewarding opportunity to bring a (deliciously tasty) brand to life.
Arinn’s long-time love for animals and a deep desire to ‘do good’ makes working within the plant-based industry one of her greatest accomplishments to date.
A: The main reason we signed up to Social Nature was to promote new trials of Alpha Foods products to consumers in our core regions where we were launching new products. We were very pleased with the increased brand awareness and new consumer acquisition that we got through our campaigns. For example:
Increased brand awareness at retail: of the approximately 70,000 consumers that opted-in and applied to try our products in a few months, approximately 70% had never heard of our brand, so we were able to see huge customer acquisition opportunities through launching campaigns on the Social Nature platform.
Product trial with new consumers: 95% of the consumers shopped at our target key retailer accounts and qualified to trial our products hadn’t previously tried our brand, and this level of targeting offers us the opportunity to be on the radar of new consumers.
“Social Nature has helped Alpha increase unit velocity by 20% post-campaign through increasing overall brand awareness to an audience who have not heard of Alpha before.”
A: Social Nature has helped us solve four key marketing challenges:
1. Awareness: We see approximately 12,000 consumers engaging with our brand within a 4 week timeline upon posting on the Social Nature platform.
2. Targeted retailer Boosts: Being able to geo-target consumers to support retailers that do not have strong shopper marketing programs.
3. Increasing Lift: Focused support to regions that have lagging sales.
4. Launch Support: Supporting new product launches in an attempt to promote new product trials and generate repeat purchase behaviors.
Q: How has Social Nature supported positive impact at retail?
A: On average, Social Nature has helped Alpha Foods increase unit sales velocity by 20% post-campaign through increasing overall brand awareness to an audience who have not heard of Alpha before. We are very pleased with these results so far.
These are great to have on hand when you don’t have time to cook but you still want a hot meal that tastes good. I put one in my air fryer for 10 min to get a golden top and then cooked it in the micro for two min. Super quick and delicious. Loved it. I’ll be keeping these on hand for those busy days when I can’t cook.
“Of the approximately 70,000 consumers that opted-in and applied to try our products in a few months, approximately 70% had never heard of our brand, so we were able to see huge customer acquisition opportunities through launching campaigns on the Social Nature platform.”
A: At each campaign completion, our marketing team includes cross-functional leaders to attend the final report call with Social Nature’s customer success & insights team. On this call, we get to hear first-hand insights and feedback from consumers in the field. So far we’ve been able to leverage the insights in a variety of ways across our business:
1. Innovation: Our innovation team has leveraged post-trial insights to determine flavor enhancements and important product attributes to consumers.
2. Sales team and new listings: We’ve had many instances in Social Nature’s post-trial surveys where we’ve seen consumer demand for our products at a large retailer where we are not yet listed at, and our sales team is able to leverage this data to show purchase intent and support new listings efforts.
3. Marketing strategy: From a marketing perspective the insights are a quick gut check to ensure that our packaging claims speak to what our consumers are looking for when they make purchase decisions. We’ve optimized our callouts based on new insights that have come out of what our consumers are resonating with and looking for in terms of brand communications.
Q: What is an example of how you have leveraged the product reviews from Social Nature?
A: We have syndicated over 8,000 4+ star reviews that we have received to-date, through our various Social Nature campaigns across retailer online sites, many of which cater to online grocery pick-up. This has allowed for enhanced SEO results and improves consumer education on the products.
We were also able to add richer context to our pages. As a new brand on the market, the reviews are an additional lever to help us drive trial. Arming our online presence with positive reviews is a best-in-class application of evergreen content produced by a [shorter term] campaign that is still working for us post-campaign completion.
If the packaging didn’t tell me the burrito was all plant-based, I would’ve thought I was eating a real philly burrito. I’ve recommended it to several vegetarian friends already!
A: Social Nature acts as a genuine strategic partner that recommends appropriate spend and campaign objectives, versus other marketing programs that just try to oversell all program capabilities.
The team is ingrained in understanding our core business strategies and takes the time to consult with us about our pain points and where we are winning, in order to craft meaningful proposals to support our business where there is a fit.
In addition, they are quick to identify industry pain points and recommend solutions to mitigate or solve problems to ensure campaign success.
“We have syndicated over 8,000 4+ star reviews that we have received to-date through our various Social Nature campaigns across retailer online sites, many of which cater to online grocery pick-up. This has allowed for enhanced SEO results and improves consumer education on the products.”
A: Social Nature has added value in jumpstarting campaigns by researching, compiling assets and requesting for approval instead of asking us for asset submissions. It has been a very painless exercise to ramp up a campaign because all the pre-work is taken care of by the Social Nature team, which saves us a ton of time.
It was hard to believe this was actually a plant-based pizza. I couldn’t tell the difference. It’s delicious and tasty. My toddler was all over it, we got Supreme and he doesn’t even eat meat. Yet he likes it so much I actually went and got another box. I love this. And I will be purchasing it from now on.
A: What we value most about our relationship with Social Nature, in addition to the results we’ve generated, is the invaluable joint-business planning and strategic partnership we have with their team.
They are seasoned marketing experts with several years of industry experience and working with Social Nature feels like working with an arm of our own business.
“What we value most about our relationship with Social Nature, in addition to the results we’ve generated, is the invaluable joint-business planning and strategic partnership we have with their team. They have seasoned marketing experts on their team with several years of industry experience and working with Social Nature feels like working with an arm of our own business.”