Meal Kit Delivery Service Finds Radio Can Expand Business

RADIO ONLINE | Monday, June 6, 2022 | 12:10pm CT

Cumulus Media

The Cumulus Media | Westwood One Audio Active Group commissioned The Harris Poll to utilize their brand tracker platform to understand the performance of the leading meal kit delivery service's advertising performance, which found AM/FM radio worked well for the service. Between the pre- and post-campaigns, heavy AM/FM radio listeners generated immense brand equity growth, 2X greater than the average. Heavy AM/FM listeners, those with the greatest opportunity to hear the campaign, delivered the largest lifts for familiarity and consideration.

Here are more findings from the company's blog:

• Heavy historical use of podcast advertising resulted in significant awareness, consideration, and brand equity among the podcast audience for the meal kit delivery service brand. Due to sustained prior use of podcast advertising, podcast listeners far outperformed the average consumer across tested brand measures. Comparing podcast listeners to the general population, the meal kit delivery service had much stronger brand equity (+43%), consideration (+34%), and familiarity (+34%).

• The meal kit delivery service's AM/FM radio and podcast campaign boosted purchase intention metrics. The AM/FM radio campaign drove positive movement throughout the purchase funnel. Since the pre-campaign period, there was growth in familiarity (+22%), trial (+5%), and usage (+10%) among heavy AM/FM radio listeners. Among podcast listeners, familiarity grew +4%, trial +21%, and usage +51%.

• Growth opportunity: Expand to consistent use of AM/FM radio advertising. As media effectiveness grows with the number of media channels utilized, meal kit delivery service brands have an opportunity to add reach and avoid podcast message saturation by using AM/FM radio. Among meal kit users, 56% only listen to AM/FM radio and don't listen to podcasts. Expanding the media buy to AM/FM radio reaches the 56% of meal kit category users who aren't exposed to podcast advertising.