Direct-to-Consumer Launch of CPG Cookie Dough. Shifting from supermarkets Erewhon & Whole Foods to online DTC
Introduction
Doughy, a vegan cookie dough brand that got their start selling in high-end grocery stores like Erewhon, worked with RISE DTC to launch their direct-to-consumer efforts.
Challenge
While Doughy had established a strong premium brand presence in high-end grocery stores like Erewhon and Whole Foods, they needed to translate this boutique retail success into a thriving direct-to-consumer business. The challenge was multi-faceted: maintaining their premium brand positioning while reaching a broader audience, educating consumers about the benefits of ordering specialty cookie dough online, and building a direct relationship with customers outside the controlled environment of premium retail establishments.
Solution
- Developed a sophisticated Google Ads strategy focused on reaching consumers actively seeking premium vegan treats
- Catapulted Doughy to the top of search results in the competitive edible cookie dough niche
- Lifestyle-focused Meta Ad creative showcasing Doughy in aspirational home settings
- “Behind the Ingredients” storytelling on Meta Ads highlighting Doughy’s commitment to premium, sustainable ingredients
Results
- 320% increase in direct online orders
- Shifted consumer perception from Doughy as an exclusive in-store purchase to a premium direct-to-consumer indulgence