Tasty Translates Its Reach into Real-World Action
Seeking to build on its rapid success as a media publisher, Tasty has turned its sights to the commerce world, unveiling new research to back the effectiveness of its ability to drive consumers to stores and influence their purchase decisions.
From its humble beginnings as an experiment on Facebook to its evolution into a massive global brand that has now extended to physical products and experiences, Tasty has maintained a focus on the consumer, data fluency, and an "easy, accessible and fun" take on food. That approach has let Tasty deliver brand awareness on a massive scale that it now wants to use as a way of driving sales.
"We got this kernel of info that people were actually making [Tasty recipes] at home, so we did a whole round of research last year to understand how they are cooking and shopping," said general manager of Tasty at Buzzfeed Ashley McCollum, sharing the never-before-seen data during a keynote presentation at the Path to Purchase Summit in March.
In a nutshell, McCollum described Tasty's audience as prepared shoppers who like to get the best price. Their go-to for ingredients is a local supermarket, with 75% making a paper or mobile shopping list, 51% looking for discounts, sales and deals, 29% buying unplanned items, 17% both using coupons, and 17% buying items not previously purchased.
McCollum presented a correlation between usage of the Tasty mobile application and self-reported shopping times as the intent to buy and cook. To underscore Tasty's ability to introduce products to new audiences, she noted that 85% of Tasty's media is delivered against new or lapsed users. Compared to others in the same space, McCollum said Tasty campaigns deliver five times the value in terms of dollar spend and household penetration.
"We're seeing a great return on ad spend in all research that we've gotten back recently," McCollum said, sharing one in-store example on the high end of the range delivering $2.40 for every dollar spent on marketing.
E-commerce examples included a partnership with Costco that resulted in a 126% sales lift fully attributable to Tasty. "Costco had never spent on national media before and they worked only with Tasty in quarter four of this past year to promote [Philips'] air-fryer line," McCollum said.
"We've really worked hard to understand and better measure our ability to drive sales in addition to driving all this top-of-funnel awareness," McCollum said. "We have an opportunity — because of our target and strategy, because of our reach and because of our point of view on food — to actually help you grow your businesses."
Other tests have included using "As seen on Tasty" licensing on-pack and as part of in-store activations, and currently Tasty is working on a comprehensive effort with 3M's Scotch-Brite that spans social activations with content Tasty and Buzzfeed's home division, Nifty, a first-ever integration with Ibotta for digital couponing, and in-store signage at Walmart.
Tasty also has worked closely with Walmart, first to sell the mass merchant's wares through recipe videos on the Tasty mobile application and now to launch its own kitchenware line at the retailer. The 90-SKU collection rolled out last month and has enjoyed plenty of joint marketing support. The retailer collaboration follows Tasty's own successful launches of two cookbooks and a precision cooktop, and is part of a two-year plan that will also bring Tasty into the fresh food arena.
"We believe the future of digital media is one where we can connect content distribution and commerce," McCollum said. "We're just at the beginning stages of [a full-funnel marketing solution]. You'll see a lot more from us in the coming months in this space, in digital couponing and some in-store activation."