Passion, Performance, Produce
Fresh Thyme Case Study
Fresh Thyme was stuck.
Their creative was flat and their media focused only on the lower funnel. In a crowded market, more of the same no longer worked.
So Fresh Thyme turned to Acadia. Together, we had two goals:
- Introduce vibrant, passionate creative that showcases the Fresh Thyme difference to a local Midwest audience,
- And pair it with upper funnel media tactics to drive in-store sales and growth.
Through research, we found that shoppers wanted creative to be about more than just coupons and price-per-pound.
They wanted to feel a true connection with what they’re buying and the experts they’re buying from. We coupled that with the realization that helping Fresh Thyme find its quirky, energetic POV would be a winning combination.
We introduced characters like Mango Mike, who brought big produce energy, and Farmer Bob, bringing that Fresh Thyme personality right to the shoppers’ front door.
We invested in OLV, digital, foodie websites, and tapped into Midwest holiday culture with placements on the Hallmark Channel, Netflix, and Hulu.
The biggest win?
Custom audio ads with our new Fresh Thyme quirky-Midwest-charm blaring on top podcasts, Spotify, and a Fresh Thyme holiday playlist with iHeart in 6 hub cities, all season long.
Since launching the new strategy, Fresh Thyme saw an 8% lift in visitation across 70+ stores and four straight months of above-projection growth.
From reserved creative in the lower funnel to energetic storytelling with a balanced approach, Fresh Thyme is winning.
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