Seemore expands from Whole Foods to Target and Sprouts
Social Nature x Ancient Nutrition

How Seemore sausages used Digital Demos to expand from Whole Foods to Target and Sprouts 

Category: food

Impact at a glance

Landed commitments with Target and Sprouts stores 

Grew e-commerce revenue $100,000 YoY

8,500 consumers applied to try the samples

86% purchase intent

4.5/5 star product rating

30% email opt-in rate

The Challenge

As a meat product sold in the fresh section of supermarkets, trials and demos are at the forefront of Seemore’s go-to-market strategy.

Driving trial and capturing feedback is necessary for the two-year-old brand to validate its positioning and understand who its core consumers are in the competitive sausage market.

Seemore needed a shopper marketing partner who could help them drive trial, awareness, and gain consumer insights at Whole Foods stores where their sausages are sold.

The Solution

Social Nature’s all-in-one digital sampling solution allowed Seemore to demo their sausages to Whole Foods shoppers while collecting product reviews, consumer feedback, and email opt-ins.

They launched their first Social Nature digital sampling campaign in 2021 and learned that 99% of consumers who tried Seemore had never heard of the brand. Yet 95% of consumers had no difficulty finding their products on Whole Foods shelves. On average, Social Nature community members who tried the product for the first time rated them 4.5/5 stars and 86% confirmed they would buy it again in stores.

Ancient Nutrition coupon and UGC
Ancient Nutrition coupon and UGC

“Driving trial and awareness is key, but getting real consumer feedback to make product and website adjustments has been a crucial part of our Social Nature strategy. We learned about purchase intent, gained email subscribers, and have begun to understand on a deeper level what type of consumer is most interested in our sausages.”

– Tracy Lowy, Marketing Director, Seemore

The results

 

From Whole Foods to Target and Sprouts

As an early-stage brand, Seemore had the resources to activate two Digital Demos project campaigns. The insights they gathered from the campaigns allowed them to build a successful sales story to land commitments with Target and Sprouts.

Here’s what they included in their proposal decks to retailers:

  • The survey data showed that their core consumer groups shop the most at Target and Sprouts
  • They included Social Nature reviews from real consumers
  • They showed data on consumers’ frequency and purchase intent

Growing e-commerce $100,000 YoY

Through Digital Demos, Seemore received 1800+ reviews on its sausages. These reviews helped the brand build trust with potential customers and improve their SEO, resulting in $100,000 of additional e-commerce revenue compared to the prior year.

“Having product reviews on each page is a critical part of building up our web presence, status, and SEO.”

– Tracy Lowy, Marketing Director, Seemore

Now each SKU on their website features product reviews from Social Nature that mixes in seamlessly with their organic reviews. The reviews can be sorted by flavor to provide a more accurate description and opinion of each product.

Ancient Nutrition Bone Broth Chocolate
Ancient Nutrition Bone Broth Chocolate
Ancient Nutrition Bone Broth Chocolate

Applying consumer insights to new packaging

Once a consumer samples your product, they fill out a short post-trial survey. The Seemore team took the insights on what consumers liked most about Seemore’s products to revamp their packaging with the most important product attributes.

“Our previous packaging had some of the attributes consumers cared about listed, but they were hidden on the back of the pack. This didn’t allow consumers to quickly understand what differentiates Seemore from the other brands on the shelves. Now, call-outs like ‘Made with all-natural chicken’ and ‘No added nitrates or nitrites’ are highlighted more boldly on the front.”

– Tracy Lowy, Marketing Director, Seemore

Before:

Woman drinking multi collagen protein
Woman drinking multi collagen protein

After: 

Woman drinking multi collagen protein
Woman drinking multi collagen protein

Growing a brand with engaged shoppers

Once a consumer samples your product, they fill out a short post-trial survey. The Seemore team took the insights on what consumers liked most about Seemore’s products to revamp their packaging with the most important product attributes.

“We haven’t seen or worked with any other platform that allows us access to such an engaged group of shoppers. The fact that users are telling us that they are interested in trying our product before they can gain access is huge. We’re learning what shoppers want from our product even before they’ve tried it.”

Tracy Lowy

Marketing Director, Seemore

About Seemore

Seemore Meats & Veggies is a women-owned and led meat company on a mission to make eating well easier and more fun.

Cara Nicoletti, Founder of Seemore, is a fourth-generation butcher and wanted the good meats they used to go further and be accessible to more people. The answer? Adding up to 35% more fresh vegetables as a filler in their sausages.

With a variety of fun, whimsical flavors like Loaded Baked Potato and Chicken Parm, these sausages are not only great to cook with, but can also serve as a meal by themselves – perfect for busy, hungry people.

Compared to the conventional sausage, Seemore is certified humane, all-natural, and contains no nitrites or nitrates. They also carry gluten-free and dairy-free flavors.

Ready to drive retail foot traffic and trial?

Speak with a CPG Growth Strategist to discuss strategies.