Field & Social is a salad company aiming to redefine salads as a delicious, satisfying, and fulfilling main dish; not a forgotten side dish. Based in Vancouver, they have four locations in the lower mainland, including Dunsmuir, Mount Pleasant, Royal Centre, and Yaletown. The company emphasizes fresh, high-quality ingredients, bold flavours, and creative combinations crafted by an internationally-trained chef. They partner with local businesses and support sustainability through initiatives like the 'Reusables' zero-waste container program. Field & Social also engages in community events and collaborations to promote healthy, tasty eating across Vancouver.
The objective was to drive brand awareness, increase online orders, and boost foot traffic to store locations. Key challenges included shifting the perception that salads are bland or not a main entrée, differentiating the brand in a competitive food and beverage landscape, and both attracting new customers while re-engaging past ones. Campaign goals focused on improving Meta engagement and click-through rates to drive online ordering, consistently testing seasonal creatives to gather insights, and developing a strong evergreen strategy that highlighted both lifestyle and product content.
The key ad platforms included Google Ads (Search, Discovery, Performance Max), Meta Ads (Facebook and Instagram), and DoorDash Ads (sponsored listings and promotions) to promote Field & Social’s handcrafted salads, four store locations, and online ordering. The process followed a streamlined approach to channel discovery, creative development, campaign setup, and deployment. This involved conducting a competitor audit within the food and beverage landscape, assessing the most effective media mix, outlining ad copy to highlight key value propositions, and developing creatives to showcase seasonal menus. Campaign performance was continuously analyzed, with ongoing iterations of copy and creatives, alongside testing additional variants to generate new insights.
As a result, targeting was refined to effectively reach high-intent food enthusiasts and health-conscious individuals. Expanding paid channels across Google, Meta, and DoorDash to promote key store locations in the Vancouver Lower Mainland led to a 17% increase in monthly year-over-year sales. The launch of DoorDash ads drove a 23% year-over-year increase in monthly app sales, while new social ad creatives testing product offerings, menu items, and customer testimonials resulted in a 200% higher engagement rate and a 58% decrease in CPCs on Meta.
As a local Vancouver-rooted brand, Field & Social has grown into being one of the city’s most well-loved restaurants devoted to crafting healthy salad options that taste good. Rely Digital is proud to have worked with Field & Social to help them build brand awareness, drive traffic, increase sales, and most importantly, change the consumer mindset that salads can be the main dish.
Our team built a strategic plan to drive real impact for Field & Social through ongoing creative testing, robust competitor research, and refined location-specific targeting. The ability to be agile during peak seasonal periods of the business was highlighted by the successful execution of sponsored ads on DoorDash, scroll-stopping creative launches on Meta, and hyper-targeting on Google. All these tactics contributed to improving year-over-year monthly traffic and sales for Field & Social.
