CASE STUDY
Unlocking Success of Multi-Location Targeting with Field & Social
CASE STUDY
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.
Drive brand awareness, increase online orders, and drive foot traffic to their store locations.
Change the consumer mindset of people who believe salads to be bland and not a main entrée.
Stand out against competitors in the food & beverage industry who offer the same or similar products.
Introduce themselves to new customers and re-engage past customers to purchase their salads again.
Improve Meta engagement (CTR) metrics to drive more traffic to online ordering.
Test creatives on a consistent seasonal basis to gather insights and key findings.
Develop a robust evergreen strategy to showcase lifestyle & product content.
The selected marketing mix to promote Field & Social’s hand-crafted salads, 4 store locations, and online ordering:
Search, Discovery, Performance Max
Facebook & Instagram
Sponsored Listings & Promotions
A streamlined approach to channel discovery, creative conceptualization, campaign setup, and ad deployment.
Conduct a competitor audit to understand the food & beverage landscape
Assess media mix options that will best showcase the brand
Outline ad copy that highlights the key value propositions
Develop creatives to showcase new seasonal menus
Analyze campaign results and iterate copy and creatives for future success
Test additional variants to draw new conclusions
Refined targeting to reach high-intent food enthusiasts and health-conscious individuals.
Expanded out their paid advertising channels to include Google, Meta, and DoorDash to promote 3 of their key store locations across the Vancouver Lower Mainland resulting in monthly year-over-year sales increasing by 17%
Post DoorDash ads launch resulted in monthly sales on the app to increase by 23% year-over-year
Developed ad creatives for social channels to test new product offerings, menu items, and feature customer testimonials resulting in a 200% higher engagement rate and a 58% decrease in CPCs on Meta
TOTAL SALES
+17%
DOORDASH SALES
+23%
CTR
+200%
CPCs
-58%
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.
Let's help you reach your business goals.
contact@relydigital.com
(778) 238-8445
450 Southwest Marine Drive - 18th Floor
Vancouver, BC V5X 0C3
