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Rich´s
Case Study
How Rich’s Achieved Greater Reach and Lower Costs with Meta Ads
Rich Products Corporation is a privately held, multinational food company headquartered in Buffalo, New York. Founded in 1945 by Robert E. Rich, Sr., the company pioneered the first non-dairy whipped topping made from soy oil. Since then, Rich’s has expanded its portfolio to offer a wide range of frozen non-dairy food products to retailers, bakeries, and foodservice providers across more than 100 countries.
With over 11,000 employees worldwide, its product line includes everything from icings and toppings to baked goods and desserts.
SERVICES PROVIDED
INDUSTRY
Key Results
+6M
People Reached
+15M
Impressions
-74%
Cost Per Thousand Impressions (CPM) Reduction vs. Previous Half-Year
The Challenge
Rich’s set out to significantly increase brand visibility on Meta platforms while improving ad efficiency. The goal was to engage more users at a lower cost through high-impact creatives, advanced audience targeting, and a strategic campaign structure.
Key challenges included avoiding ad fatigue, boosting audience engagement, fostering a vibrant online community, and strengthening social listening efforts to better understand consumer conversations and brand perception.
The Strategy
1. High-Impact Segmentation
We designed highly targeted campaigns for various Meta Ads formats, tailoring messaging to user behavior and platform context to maximize relevance and response.
2. Smart Budget Management
We implemented advanced bid strategies to significantly reduce CPM, improving ROI and ensuring efficient use of the advertising budget.
3. Creative Built for Engagement
Custom visual assets were developed for each format (Feed, Stories, Reels), driving higher retention, engagement, and interaction with the brand.
4. Community Building & Social Listening
We boosted audience interaction by encouraging authentic conversations and growing Rich’s digital community. Social listening tools were deployed to uncover insights about user sentiment, preferences, and trends, enabling ongoing strategy refinement.
5. Real-Time Optimization
We continuously monitored campaign performance and made data-driven adjustments to optimize results at every stage.
Creatives in Action
1.5 K
1.2 K
1 K
155 K
42 K
38 K
1.7 M
110 K
79 K
Content Framework Highlights
USER-GENERATED CONTENT (UGC)
Testimonials
Success stories added authenticity and emotional connection to the brand.
Events & Activations
Trade initiatives promoted customer loyalty and real-world brand interaction.
The Rich’s Product Dictionary
We created easy-to-digest content that explained key uses and ingredients across the product line.
Sensory Experience
By visually presenting recipes, we built emotional connections, memorability, and elevated brand perception around quality.
Brand Storytelling
We emphasized Rich’s legacy, adaptability, innovation, and longstanding tradition in the food industry.
Empowering Home Bakers
Tips & Hacks
We delivered practical guidance that saved time and resources, empowering our home baker audience and building trust.
Trend-Based Content
We leaned into novelty, nostalgia, and perceived luxury to spark curiosity and brand desire.
Seasonal Relevance
Timed content around holidays and events boosted brand visibility, reinforced identity, and promoted recurring engagement.
Results Snapshot (Q3/Q4 2024)
74% CPM reduction compared to the previous semester
+6 million people reached
• Reels/Stories: 2,602,675
• Feed: 4,404,811
+15 million total impressions
• Repeated brand exposure during key engagement moments
Conclusion
Through a combination of precise audience segmentation, intelligent budget optimization, and creative built for impact, Rich’s significantly expanded its reach and improved the efficiency of its ad spend.
The campaign’s success was driven by a data-informed approach and agile execution. Social listening added an extra layer of insight, enabling stronger alignment with audience sentiment and behavior. At the same time, community-building efforts created authentic, lasting brand connections—fueling loyalty and engagement.
This case study demonstrates how a structured, insights-driven advertising strategy can turn digital marketing into a powerful engine for brand growth and community development.
Ready to get results like these?