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Food & Beverage
Veggies Made Great
Veggies Made Great grew sales 20% by giving its most passionate fans, the self-described "Veg Heads," a community of their own. It now counts 14,100+ members and drives purchases online and in the aisle.
About
Veggies Made Great is on a mission to get America hooked on veggies, with healthy, delicious food for the whole family. The brand knew it had passionate fans. What it wanted was a way to activate them and build deeper connections.
The Challenge
Veggies Made Great already believed in the power of community and had tried to build one of its own. But without the right tools and expertise, day-to-day operations were a struggle, and the community's real potential for social advocacy and shopper marketing went untapped.
The Solution
Veggies Made Great built its community on TrueLoyal, a welcoming home for the brand's fans, the self-described "Veg Heads." It is where busy parents making good choices for their families connect with fellow health-conscious consumers and the brand itself: supportive conversations, inspiration, access to health and wellness experts, first looks at new products, and a generous helping of fun. On the same platform, the brand activates those same fans to build awareness. One mission asked Veg Heads to "plant" discount coupons in stores nationwide, then spread the word on social. The fun of surprising fellow shoppers was surpassed only by the results.
The Result
Since launching its community, Veggies Made Great has watched its fan base and its sales climb together, beating the industry-average coupon redemption rate and lifting both monthly purchases and brand loyalty:
+20%
increase in sales since community launch
+14,100
community members
"Most importantly for us, as a CPG company, so many of our marketing communication objectives are to drive in-store sales and that's so hard to do with online, digital channels. But the community has really leant itself to being able to drive offline or in store sales by creating these missions for consumers to engage at a retail level."
Christine Higley
Sr. Brand Manager | Veggies Made Great