CASE STUDYMeet
Back to Nature
Back to Nature, a legacy snack food brand recently acquired by Barilla, has limited DTC presence and relies on Amazon and retail partners for purchases. While Back to Nature products appeal to health-conscious consumers, they face competition from larger, well-established brands.
Scope
Back to Nature came to Bennie Frank Marketing with the intent to drive further brand visibility, stronger engagement, and create differentiation in the market, all while supporting two new retail specific product launches.
Challenges
Back to Nature needed to promote new products at Whole Foods and Publix.
Product launch support
Back to Nature lacked essential ad accounts and measurement tools to run campaigns.
No ad infrastructure
Campaigns direct traffic to an Amazon store instead of a dedicated e-commerce site, limiting control over the customer journey.
No DTC site
The food wellness space is a very crowded market, and Back to Nature wants to stand out with a fresh, authentic brand presence.
Brand visibility
Solution
Established Business Manager and created ad accounts across Google, TikTok, and Meta.
Ad account setup
Implemented pixel tracking and integrated assets across all partner platforms.
Seamless integration
Conducted weekly calls with platform reps to refine strategy and maximize growth.
Ongoing optimization
Leveraged Back to Nature’s email list and platform-specific audience signals to inform targeting and creative strategy.
Audience-driven media plan
Collaborated with Amazon to secure UTM tags, improving campaign tracking and performance measurement.
Implemented Amazon attribution
Results
Campaigns connected with 4.2 million consumers, surpassing industry benchmarks for CTR and CPC.
Expanded customer reach
Through new strategies, we grew TikTok followers by 60%, driving higher engagement and brand awareness.
Stronger social presence
Scaled paid search campaigns
Managed and optimized over $150k in ad spend across six campaigns, including two regional product launches.