Fire & Flavor, a leading brand specializing in grilling and outdoor cooking products, sought to increase their Turkey Perfect Collection sales year-over-year in November. With a focus on turkey brines, rubs, wood pellets, chips, chunks, and accessories, the holiday season is crucial to their yearly success.
The brand aimed to leverage advertising and optimizations to achieve their goal. Facing challenges such as transitioning from another agency, a tight timeline, lack of content, and the need for a comprehensive optimization strategy, Fire & Flavor turned to Nectar, a trusted partner with proven expertise in digital marketing and e-commerce solutions.
Understanding the urgency and importance of the peak season to Fire & Flavor, Nectar swiftly devised a comprehensive plan tailored to Fire & Flavor's needs, transforming the challenges into opportunities for growth. The multi-faceted approach was executed in stages to ensure seamless project management and to maximize the impact of each action.
Nectar began by transitioning advertising management from another provider to their own system. The team worked closely with Fire & Flavor to identify and prioritize the Turkey Perfect Collection, recognizing its potential for optimization and sales growth.
With the priority collection identified, Nectar's copywriters conducted keyword research and competitor analysis to optimize product listings while the design team created and implemented A+ content for the Turkey Perfect Collection and the homepage. They collaborated with Fire & Flavor to develop a design that both fit the brand and provided SEO value.
Nectar's photography team produced new listing and lifestyle images, breathing fresh life into the Turkey Perfect Collection. They also created a captivating video to showcase the collection, further enhancing its online presence.
Finally, Nectar set up and managed advertising campaigns, including Sponsored Brands, Sponsored Displays, and Sponsored Products. The ads took advantage of the refreshed creative and SEO for optimal results. The team performed split tests with new creative and copy in order to validate maximum effectiveness. Daily adjustments were made to maintain market share and ensure optimal performance throughout the crucial November sales period.
Through this carefully executed, stage-by-stage approach, Nectar ensured that Fire & Flavor's advertising and optimization efforts were fully aligned and poised to deliver significant results during the peak season.
Nectar's strategic intervention led to impressive results for Fire & Flavor's Turkey Perfect Collection during the November sales period:
Ad sales increased by 130% YoY in 2022.
Total Ordered Revenue grew by 35% compared to the previous year.
Achieved a Best Sellers Rank (BSR) of 21 in Grocery & Gourmet Food and ranked number 1 in Poultry Seasonings during the peak period.
Despite facing challenges such as inventory and fulfillment time constraints, Fire & Flavor and Nectar collaborated effectively to achieve the best November and potentially the best quarter in the brand's Amazon history.
Overcoming ad spend issues and seasonality with precise segmentation and strategic spend management, fueling sustainable growth.
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Using Amazon's Demand Side Platform to drive sales and a significant lasting increase in ROAS.
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Implementing focused Sponsored Product campaigns and controlling ACOS, for a huge ROAS improvement.
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New high-quality photography accurately represented products, and drove increased conversion rates and sales.
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