How Farmland Foods Tackles Seasonal Dips

“We are thrilled with the results of this campaign. We achieved 3,529 link clicks to our recipe on the Appetise website, with an impressive 4.82% click-through rate — more than double the industry standard of 2.19% for food and restaurants. It’s a testament to the power of great content and smart strategy."

Andri Peens, Content & Digital Marketer, Farmland Foods

TLDR

Farmland Foods sought to boost bacon sales for the summer by leveraging targeted paid social media campaigns.
Using insights from Appetise, a Meta campaign featuring a seasonal bacon recipe was launched to engage shoppers and drive category growth.
The campaign delivered 3,529 recipe link clicks and an impressive 4.82% click-through rate, over twice the industry standard (1.20%), highlighting the success of data-driven, targeted content.

Introduction

When it comes to tackling seasonal sales challenges, having the right strategy can make all the difference.

For Farmland Foods, a trusted name in New Zealand’s smallgoods category, the goal was clear: drive bacon sales heading into summer. With a little help from Appetise Insights and a creative approach to paid social media, Farmland Foods turned data into action, delivering mouth-watering results that exceeded expectations.

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Here’s how they did it.

Challenge

Farmland Foods faced a common seasonal hurdle: a dip in bacon sales heading into the summer months. With consumers shifting focus to lighter, seasonal meals, the challenge was to remain top-of-mind and inspire new ways to enjoy their products. Farmland needed to engage shoppers effectively, drive trial, and boost sales during a traditionally slower period for the category.

How our insights are helping them win

Transforming Challenges into Opportunities
Using Appetise Insights, Farmland Foods tackled a seasonal sales dip by understanding exactly what their shoppers wanted. Our platform revealed consumer behaviours and preferences that helped them create content that truly resonated with their audience, turning a potential slowdown into an opportunity for growth.

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Sharper Focus with Data-Backed Decisions
Appetise Insights provided Farmland Foods with actionable, data-driven insights into shopper behaviours and preferences. Armed with this information, they were able to focus their efforts on high-impact strategies—like promoting a bacon recipe tailored to their audience—ensuring their marketing dollars were spent effectively.

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Stronger Engagement, Stronger Results
The results speak for themselves: 3,529 link clicks and a 4.82% click-through rate, over double the food and restaurant industry standard of 2.19%. By combining insights with creative execution, Farmland Foods strengthened shopper engagement and elevated their performance beyond expectations.

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Winning Where It Matters Most
Appetise Insights empowered Farmland Foods to identify and capitalise on the right opportunities at the right time. This data-driven approach didn’t just boost engagement; it helped them build stronger relationships with their shoppers and position their products exactly where they’d have the greatest impact.

How Farmland Foods Tackles Seasonal Dips

When it comes to tackling seasonal sales challenges, having the right strategy can make all the difference.

‍

Here’s how they did it.

Challenge

Business Goals

Boost Sales: Drive summer bacon demand.

Engage Shoppers: Reach those ready to try new recipes.

Build Visibility: Position Farmland as the go-to bacon brand.

Use Insights: Shape impactful, data-driven campaigns.

Exceed Benchmarks: Achieve top engagement and CTR rates.

How our insights are helping them win

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Sources

Written by

Sarah Aubrey

I'm a passionate and qualified professional with 16 years’ marketing experience in small, medium and large organisations across the world. I absolutely love brands, & the impact that food and drink products can have in consumer lives. Outside of work hours you'll catch me loving a spicy miso ramen or a goats cheese ravioli.