Chosen Foods & TikTok

The Lempert Report
November 29, 2022

On today’s Bullseye one food brand is spending 40% of its ad budget on TikTok. Chosen Foods, is a brand of avocado-based cooking oils and condiments is looking to stand out with an educational approach on the TikTok platform. The brand spent $6.1 million to date on advertising in 2022. Julian Cannon, marketing reporter at Digiday writes how Chosen Foods focused on organic growth on Facebook, Instagram, and Pinterest in the past year. But now he says that the brand shifted its marketing dollars and content strategy to focus on Gen Z who are spending more time on TikTok. The brand is producing its own long and short form videos on TikTok to target consumers 18-64 years of age looking for a healthier alternative to grocery shopping.“Our strategy is to seek out underpriced attention among our target consumer, which in 2022 dictates an emphasis on TikTok, a platform that increasingly helps drive forward culture while also functioning as a home for education and entertainment,” Sara Barnes, vice president of marketing at Chosen Foods told Cannon.

Chosen Foods’ TikTok includes skits, recipe videos with popular foods that use avocado oil as a key ingredient, user-friendly content about the benefits of avocado oil and “Did You Know” content to help users learn more about how avocado oil can benefit their lives and they publish at least twice a day. The brand categorizes these potential consumers according to their passions and interests, demos and life stages, business opportunities and shopper journeys, as well as the greater tastes and drivers of culture they observe. Is it a smart strategy? Well, in less than eight weeks after launching content on TikTok in May 2022, the brand has grown from less than 500 followers to 100,000 followers with over one million engagements and 400 million impressions. Chosen Foods has over 230,000 followers on the platform. Yes, I think it’s a great move.