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4 MIN READ

Brand of the Week: Home Chef

December 10 2017
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As companies that sell convenience continue to gain steam across the US, food delivery services and more specifically, meal-delivery services, are fighting harder than ever in an increasingly crowded space. With over one hundred meal delivery companies trying to capture the attention of consumers and tap into a $400M market, larger brands like Albertsons are also getting into the game. 
 
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How are players in the meal kit industry advertising across digital to keep up with the market? With Pathmatics' newly launched Social Advertising Intelligence, we can look at how brands like Home Chef are spending their digital dollars across multiple digital device-types. To download the entire report, click here, and read on for more insights.
 

Over 40% of Digital Spend Directed Towards Social

Facebook is a hot space for meal delivery companies to seek out their potential consumers and entice them with deals to sign-up. Most all big players in the niche market operate on social, and to a large extent. Over 40% of Home Chef’s digital advertising spend over the last thirty days was invested on Facebook, nearly splitting their overall budget with display. Mobile placements followed with just under 20% of ad spend, and video trailed with less than 5%.
 
Year-to-date, social has eaten up approximately 70% of Home Chef’s digital spend, peaking from January to April. As the year went on, the brand began investing more on display advertising with high-value placements on YouTube, Reddit, Answers, and CNN. It will be interesting to see how the brand continues to advertise going into the New Year and if they will revert back to a more social-first strategy or utilize both display and social.
 
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Social Creative Strategy
Social is clearly a huge focus for Home Chef, from spend to creatives. Seventy-five percent of the brand’s unique digital creatives over the last month were for created specifically for Facebook advertising. Nearly 90% of those social creatives were link post ads, directing consumers to a variety of relevant landing pages with a call-to-action button.
 
Where is Home Chef targeting their social ads? The brand has high spend in Georgia directed to the Atlanta metro area as their top geo. Larger east coast cites like Philadelphia, Raleigh, Jacksonville, and the Tampa Bay area are also geo targets for the brand that hasn’t directed much of their spend to the west coast yet, besides in LA.
 
Here’s a look at a couple of the brand’s top social creatives, all offering $30 off the potential customer’s first order but in different ways:
 

Home Chef vs. Other Meal Kits

This creative was first detected on August 3rd and is still currently running on Facebook. The ad features a lengthy text block detailing that Home Chef has the “highest rate of customer satisfaction among leading meal kit companies” according to an independent third-party study. The image shows a Home Chef meal delivery box sitting on a doormat with a “ShopNow” button directing consumers to this landing page urging them to “Skip the grocery store and other meal kits” to “save more with Home Chef.”
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New 5 Minute Lunches

Who doesn’t want a freshly prepared lunch that takes only five minutes to create? Home Chef is hoping to capture your attention with this creative that showcases a newer direction the brand has taken to satisfy your lunch and dinner needs. Using emojis peppered throughout a text block in this link post ad, consumers are directed to this landing page reminding them that they are number one in customer satisfaction (according to that third-party study). 
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Home Chef vs. The Grocery Store

Now that we’ve tackled the competition within the meal kit space, and the need for fast and easy lunches, the next target is the grocery store. This creative uses a “Learn More” button to direct the consumer to this landing page telling them to “Skip the Store,” similar to the landing page for the first creative we looked at. 
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See Home Chef's Full Digital Advertising Strategy [Free Report] 

To see exactly how Home Chef has been investing across digital over the last thirty days in the US, including device-type breakout, social spend, top sites, and programmatic data, download the latest Brand of the Week report below.

To learn more about our panel-based, social advertising intelligence solution, contact our team here or check out the latest social trends report.

Download Home Chef's Digital Ad Strategy

About Author

Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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