Every marketer knows the feeling. You run a campaign, engagement looks decent, and then someone in the room asks the question: but did it actually drive sales?

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Over three months, Forty Thieves worked with Appetise and used the Shopper Media product to integrate their range into their shoppable recipe platform into diverse recipes and meal occasions, with a strong presence across Fusion, Contemporary, and Asian cuisines.

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Every recipe created a direct, frictionless path from discovery to purchase, and every step of that journey was tracked.

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• 81% engagement rate. The vast majority of recipe viewers added Forty Thieves products to their shopping lists.
• 22% purchase conversion. More than 1 in 5 shoppers who added products completed their purchase.
• 18% end-to-end conversion. From recipe impression to completed shop.‍
• 52% of those who purchased were first-time Forty Thieves shoppers.

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“Appetise has opened up a whole new path to purchase for Forty Thieves customers with simple, delicious recipes that feature our products,” Shyr Godfrey, Co-Owner of Forty Thieves says.

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“We’re seeing 81% conversion from recipe impressions to shopping list adds and 22% of those shoppers going on to complete their shop, with 1 or more jars in their trolley. The best part is that once Forty Thieves makes it into their pantry, we’re confident it’ll become a part of their everyday routine.”

For FMCG brands under pressure to demonstrate ROI, the Forty Thieves result is a useful benchmark. Recipe-driven spend isn't just an awareness play: it's a channel with a measurable return, tracked from the moment a shopper finds a recipe to the moment they complete their shop. In other words: a clear line between consideration and conversion.

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For brands that are heading into a range review, or are simply tired of marketing spend they can't defend, that's exactly the kind of data worth having in your back pocket.

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The supermarket shelf may tell one story. The right recipe context with Appetise can tell an even better one.