Home Chef partners with Snapchat to drive brand awareness and conversion outcomes

Home Chef is a meal kit delivery service that provides a box of pre-portioned fresh ingredients directly to consumers that are ready to cook. Home Chef came to Snapchat to test the platform’s ability to deliver on both brand and direct response outcomes leading into their peak season. Home Chef was successful in generating and capturing demand -- seeing strong, positive lift in key brand awareness and consideration metrics as well as direct response KPIs. 

With the goal of acquiring new customers, Home Chef leaned into a multi-ad product strategy, running a combination of Snap Ads and Story Ads while also targeting a broad audience of US Adults 18+ built off of pixel-purchase lookalikes, CRM lookalikes and meal kit purchasers. Home Chef used this campaign as an opportunity to learn, testing two bid strategies - an upper funnel (swipe-up) objective and a lower funnel (purchase) objective via Snapchat’s multi-cell brand lift and conversion lift studies. 

Home Chef experienced positive conversion lift results with both bid strategies, but the results were most compelling with the lower-funnel strategy. The holiday campaign drove a +5.4pt¹ increase in Ad Awareness, +7.7pt¹ increase in Brand Awareness, a +5.6pt¹ increase in Purchase Intent, and ultimately delivered a +4.3%² lift in meal kit purchases.