Case Study: Saratoga Peanut Butter

Saratoga Peanut Butter creates all-natural, flavor-packed nut butters to their customers without the unnecessary oils, sugars, and preservatives. What started in a small kitchen in the heart of Saratoga Springs, NY in 2005 has now become a regional favorite with a cult following all over the country. 

Taking quality seriously, they still make their products in small batches for a consistently fresh, flavor-packed product every time. And their line of unique, amazing flavors really puts a new meaning to “chunky peanut butter.”

SPB came to the team at BLKDOG looking for help with their website. Needing product photos for the eCommerce portion of the site, and wanting to expand on the resources they provide (think recipes, a retail locator, and more) we hooked them up with a quick and robust site that could handle holiday sales and limited edition flavor launches as well as keep users engaged.

Once it was time to launch, however, COVID had hit the U.S., changing the shopper landscape. We worked with SPB to create a campaign that touched on the need for shelf-stable products and reliable, safe delivery. Incorporating our previous product photography, we created a social media marketing campaign to target these new and former customers. 

Deliverables

Product Photography

A major step in the development of SPB’s new website was creating product photography for all pages, featuring a mix of fun “hero” imagery for sliders, blog posts, and social media, and more traditional product shots for eCommerce. 

Including up-to-date product photography increased the online visual appeal and helped to pull the new site and existing brand elements together for a more cohesive web experience.

eCommerce Website Design and Dev

With an already thriving online and in-person community, simply driving visits was not the main goal of SPB’s website redesign project. Instead, we aimed to create a hub of information that would encourage users to browse, get inspired, and make purchases. 

Our design and web team knocked it out on this project by creating a responsive design optimized for mobile, as the majority of web traffic comes from mobile devices, not to mention most social media-driven purchases. Combined with a more logical page reorganization, this helped to increase overall SEO scores. 

Not to mention, the new attractive, easy-to-use website highlights SPB’s products, key selling points, and allows users to easily and securely make purchases online.

Social Media Marketing

Piggybacking on the new site launch, SPB wanted to capitalize on increased demand for pantry staples via social media advertising. Without traditional summer vending opportunities, any new market growth for the Spring/Summer 2020 season would have to be gained from digital organic and paid strategies.  

Using the new photo assets, we developed a strategic campaign through Facebook and Instagram to target SPB’s current customer base and similar users and pushed to the new website. Combined with the new design and layout, this campaign helped to see a direct path to more complete transactions and fewer abandoned carts.

Campaign Parameters: 1 week + $125 total ad spend

  • Return on ad spend: $4.54 dollars (4.5:1)
  • 111 new guest sales
  • 65 returning guest sales

DON’T HESITATE TO TRY ONE OF SARATOGA PEANUT BUTTER’S FLAVORS NEXT TIME YOU SEE THEM ON THE SHELF!

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