Chef Merito Reaches New Customers & Increases Sales with Origin Media & Tru Optik's Data Marketplace


April 21, 2021

Chef Merito, a Hispanic focused food company partnered with Origin Media to increase awareness and sales among Hispanic target consumers by creating a Connected TV campaign highlighting how Chef Merito’s seasonings, marinades and spices empower Latinos to create and continue traditions of authentic family meals with less time and effort. The campaign objectives were to introduce Chef Merito to new consumers who wanted to make authentic Hispanic recipes at home and re-introduce Chef Merito to those who may no longer buy the brand in favor of bigger or cheaper brands - especially during peak seasons and holidays.

With 80% of US households owning a Connected TV device¹ and Origin Media data showing that seasonal creatives outperform non-seasonal creatives by 135.9%, the Origin Media team developed a series of custom native Connected TV branded toppers to help Chef Merito reach their target audience during the week of Thanksgiving. The toppers showed recipes in Spanish with one of the topper creatives centered around a Thanksgiving meal.

Chef Merito focused on 35 to 54-year-old adults that are Hispanic or Spanish speakers withgeo-targeting for the Los Angeles, Fresno-Visalia and Palm Springs DMAs and audience targeting utilizing Tru Optik’s Data Marketplace. Tru Optik’s Data Marketplace audiences are synced to Tru Optik’s patented Household Graph of over 80 million households, representing over 90% of US homes that watch Connected TV. That means segments achieve up to 4x more scale versus legacy data stores not built for connected media

Tru Optik’s Data Marketplace Benefits:

•  Unmatched Accuracy: Reconciled daily against Tru Optik’s 80MM+ home Household Graph
•  Massive Scale: Segments achieve up to 4x more scale when accessed in Tru Optik’s DataMarketplace versus legacy data
    stores not built for connected media
•  EnhancedSpeed: Unlike other solutions, the Data Marketplace makes data actionable in hours, not days or weeks

Chef Merito utilized Tru Optik’s Data Marketplace with best-in-class data providers to reach the desired audience of 35 to 54-year-old adults who were Hispanic orSpanish speakers in the LA DMA during the Thanksgiving 2020 holiday season. The campaign consisted of 30-second ads with 15-second toppers and delivered over one million impressions with a completion rate of 99.5%.

The campaign achieved the goal of increasing awareness among Hispanic target consumers. Year over year, Q4 sales numbers for retail seasonings were up 22%!


To learn how our team can help you with free data and targeting advice for your direct and programmatic Connected TV campaigns, click here.

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