Chef Merito, a Hispanic focused seasonings brand, engaged Origin to help increase awareness and sales among Hispanic consumers through a Connected TV ad campaign showcasing how Chef Merito’s seasonings, marinades and spices empower Latinos to create and continue traditions of authentic family meals with less time and effort.
The campaign's objectives: showcase Chef Merito to new and existing spanish-speaking consumers who wanted to make authentic Hispanic recipes at home.
With 80% of US households owning a Connected TV device and Origin Media data showing that seasonal creatives outperform non-seasonal creatives by 135.9%, Origin's in-house staff of writers and designers produced a series of custom Native Connected TV toppers to help Chef Merito engage their target audience for a three month campaign, including the week of Thanksgiving. The toppers presented seasonal recipes in Spanish with one of the topper creatives centered around a Thanksgiving meal.
Origin's campaign geo-targeting the Los Angeles, Fresno-Visalia and Palm Springs DMAs. Chef Merito leveraged audience targeting using Tru Optik’s Data Marketplace. Tru Optik’s Data Marketplace audiences are synced to Tru Optik’s patented Household Graph of over 80 million households, representing over 90% of US homes that watch Connected TV. That means segments achieve up to 4x more scale versus legacy data stores not built for connected media.
Through Tru Optik’s Data Marketplace, Origin targeted the desired audience of 35 to 54-year-old adults who were Hispanic or Spanish speakers in the LA DMA during the Thanksgiving 2020 holiday season. The campaign consisted of 30-second ads with 15-second toppers and delivered over one million impressions during the 3 month campaign, with a completion rate of 99.5%.
The campaign achieved the goal of increasing awareness among Hispanic target consumers. Year over year, Q4 sales numbers for retail seasonings were up 22%.
ABOUT ORIGIN MEDIA
Origin is a pioneering media and advertising company whose first to market creative solutions are reshaping how brands connect with consumers on Connected TV.
The original architects of ‘Native CTV’, Origin’s in-house studio produces engaging native content for advertisers that is designed to capture the attention of a room, immerse the audience in active dialogue and elevate the connection they feel towards a brand.
Origin Media was founded by media veterans Freddie Godfrey and Stephen Strong, whose success has been shaped by a relentless commitment to disrupting the status quo. Learn more at www.originmedia.tv.