Social Nature x Parks & Nash Logos

Digital Demos is a win for brands, consumers, and retailers

Category: SAUCE

About Haven’s Kitchen

Haven’s Kitchen has been helping people cook good food since 2012. The brand started as a NYC cooking school. Now Haven’s Kitchen makes deliciously fresh sauces to make cooking even easier. Each sauce is packed into a squeezy pouch that is easy, neat, and 100% recyclable through Terracycle.

Haven's Kitchen family shot of all the sauces

Impact at a glance

16,765 consumers engaged

New customer acquisition: 97% of the consumers reached have never tried Haven’s Kitchen

74% post-trial response rate

87% purchase intent

37% of consumers opted-in to Haven’s Kitchen mailing list

4.5/5 star product rating

Challenge

Due to its cooking school roots, Haven’s Kitchen didn’t want to sample their sauces in little paper condiment cups. They wanted to provide a full experience with their sauce drizzled on perfectly grilled chicken or tasty fresh pasta.

They knew that “sauce in mouth” meant more people bought sauce. But in-store demos can be a lot of work and expensive.

 

The challenge of in-store demos

Each demo needs to be coordinated at the store level with 1099 contractors. This made it hard to control the feedback process. Plus, some of Haven’s Kitchen’s demos were complete cooking demos, which required more supplies and preparation.

Through another brand referral, Haven’s Kitchen learned that there was an easier way to demo that still drove in-store velocity and supported their key retailers – enter Social Nature’s Digital Demos.

Haven's Kitchen Golden Turmeric Salad

Solution

Social Nature’s Digital Demos offered Haven’s Kitchen a seamless solution to drive in-store trial, collect consumer feedback and reviews, and acquire new fans for their mailing lists.

No more individual coordination of stores, contractors, and supplies. Feedback is no longer lost in the busyness of in-store demos, as post-trial survey responses and product reviews are easily accessible in an online dashboard provided by Social Nature. Plus, Social Nature is more cost-effective on a per demo basis.

I’ve stopped doing traditional demos and am shifting my budget to Social Nature’s Digital Demos for better targeting and results.

– Alison Cayne, Founder, Haven’s Kitchen

Digital Demos streamlines the demo process
Woman on mobile phone

Demand

16,765 shoppers applied to try Haven’s Kitchen by filling out a pre-trial survey.

Geotargeting consumer

Targeting

Qualified shoppers living within 6-miles of a key retailer received a coupon to pick up the product in-store.

Haven's Kitchen Turmeric Tahini dinner

Trial & Velocity

Shoppers tried their sauce of choice at home.

Woman on mobile phone eating a cookie

Review

74% of shoppers filled out a post-trial survey sharing how they used the product and left a product review for Haven’s Kitchen to use on their website

Mobile phone in hand

Opt-in

37% of shoppers who left a review opted-in to Haven’s Kitchen’s mailing list to receive direct communication from the brand.

Social Nature is a win-win-win — a win for brands, a win for consumers, and a win for retailers. If you’re a high-growth brand focused on growing your velocity and sell-thru at retailers you need Social Nature.

Alison Cayne

Founder, Haven's Kitchen

Applying consumer insights across the business

As a growing brand, the data from the pre-trial and post-trial surveys and the thousands of product reviews proved to be very useful and reassuring. Haven’s Kitchen applied the consumer feedback across all areas of their business:

1. Insights at the store level

The surveys revealed that shoppers had a hard time finding Haven’s Kitchen sauces at one specific retailer. Through this data, the brand learned that the retailer wasn’t stocking their products adequately.

This allowed the sales team to get insight into what was happening at the store level and follow up. 

2. Changing product names

The reviews and consumer feedback revealed that one of the product flavor’s could be described differently. This is prompting a rename to make the product flavor more clear for consumers.

For a long time we’ve been running on our gut. It’s reassuring to hear from consumers that we’re going in the right direction. The constructive feedback has also helped us to adjust some things along the way.

– Courtnie Alvear-Beceiro, Director of Brand Marketing, Haven’s Kitchen

Haven's Kitchen roasted chicken
3. Improving education around packaging

The recyclable pouches are a main product attribute of Haven’s Kitchen’s squeezy sauces. Through the surveys, Haven’s Kitchen learned that this benefit was not clearly communicated.

They’re now making updates to the packaging, landing pages, and creating more specific communications on how shoppers can recycle the pouches.

4. Building an affiliate program

Haven’s Kitchen is starting to build an affiliate program to engage and reward their most loyal fans. To kick-start recruitment, they’ll be reaching out to Social Nature community members who opted-in to their mailing list and those who posted about the brand on social.

The fans who tried their sauces and posted on social media are already excited about the brand. Therefore, they make excellent prospects for their affiliate program.

5. Reviews for multiple use cases

The thousands of 4.5/5 star reviews collected by Haven’s Kitchen are shared beyond their website.

    • Consumer reviews are embedded in sales decks for retailer meetings to validate that their new products have been tried and tested by thousands of consumers and have received rave reviews.
    • The R&D team uses the feedback from reviews to guide reformulations and new innovations
    • Usage trends and ideas are pulled from the reviews to guide recipe content on their blog.


6. An opportunity for product expansion at Whole Foods Market

50% of shoppers picked up their free product at Whole Foods. In the reviews, many shoppers expressed that they wished the sauce came in a bigger pack. Now Haven’s Kitchen is taking this data to build a case for a bigger sauce pack at Whole Foods.

Haven's Kitchen Chimichurri Sheet Pan Shrimp
Haven's Kitchen Herby Chimichurri Fish

Applying consumer insights across the business

Retailers get excited when you let them know how you’ll support them. Now we specifically tell retailers that we’ll be running a Social Nature campaign. They’re starting to realize it’s a good thing and recognize the name.

– Alison Cayne, Founder, Haven’s Kitchen

Haven’s Kitchen now relies on Social Nature as its primary retail marketing lever. “We used to use Social Nature reactively when velocity fell. Now it’s proactively integrated into our quarterly planning. We look forward to using future campaigns as a way to test different regions, retailers, price points, and more,” states Courtnie.

Looking for more?

Annalea Krebs, Founder of Social Nature, and Alison Cayne, Founder of Haven’s Kitchen discuss driving trial, winning in retail, and more on the In the Sauce podcast.

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