DAC and The Fresh Market Partnership Wins Search Engine Land's 2023 "Best Local Search Marketing Initiative - PPC" Award
Media agency DAC has been awarded Search Engine Land’s “Best Local Search Marketing Initiative – PPC”, recognizing their successful “Anti-inflation Recipe” campaign executed in partnership with The Fresh Market, a premier fresh-focused specialty food retailer with 161 locations across 22 states.
Faced with downward trending foot traffic due to post-pandemic consumer behavior shifts and record inflation in the food industry, The Fresh Market partnered with DAC to develop a strategy to effectively overcome these hurdles.
DAC’s hyper-targeted strategy centered on increasing investment in localized PPC (pay per click), utilizing Google Local Campaigns to engage new and lapsed consumers actively searching for relevant terms. Budgets were tailored for each store based on factors like size, demand, and market competition.
The data-driven execution resulted in a significant year-over-year lift in traffic and sizable return on ad spend. The Fresh Market was the only competitor with positive traffic gains during the campaign period according to Placer.ai data.
“We are thrilled to have our innovative collaboration with the great team at DAC recognized by Search Engine Land,” said Kevin Miller, CMO of The Fresh Market. “This award is a testament to the power of optimizing hyperlocal PPC to connect brands with high-intent customers. The success of this campaign showcases how the synergy of creativity and data-driven strategies can drive real business impact, even in challenging economic conditions,” said Mike Corak, Managing Director, Central and Southern Regions at DAC.
About The Fresh Market
Voted as the “Best Grocery Store in America” by USA Today’s 10 Best Readers’ Choice Awards in 2023, 2022 and 2021, “America’s Best Customer Service 2021” by Newsweek and Statista and a top 5 most trusted grocery retail brand for specialty and natural/organic foods in the 2022 BrandSpark Most Trusted Awards, The Fresh Market helps guests discover the best with time-saving meal solutions, unique ingredients, and delicious food for any occasion. From fresh produce and exceptional meat and seafood to signature baked goods and thousands of organic options, the specialty grocer has something to please every palate. The Fresh Market currently operates 161 stores in 22 states across the U.S., inspiring guests to discover new flavors and cook with confidence. For more information, please visit www.thefreshmarket.com or follow the company on Facebook, Twitter, Instagram and Pinterest.
About DAC
DAC is a leading international media agency that helps brands connect with customers and prospects at every stage of the buying process, from discovery to hyperlocal store data optimization. Recognized by Forrester as one of the world’s leading growth driving marketing
agencies, DAC is proud to help companies build, maintain and optimize their online presence, thanks to its in-house expertise in content strategy, UX, paid media, SEO and analytics. Founded in 1972, DAC now has 12 offices in the United States, Canada and Europe.
To find out more about DAC and how the company can help boost your performance, visit www.dacgroup.com.