Sep 22, 2021

Grace Foods: Laser Targeted Ads

Updated: Sep 15, 2023

About Grace

GraceKennedy, one of the Caribbean’s largest and most dynamic Food and Financial corporate entities started in Jamaica in 1922, which includes companies in the Caribbean, North and Central America, the United Kingdom and Africa.

The problem

Grace specifically wanted to reach Jamaicans and other diaspora communities in the United States, Canada, and the United Kingdom. They needed a way to do this cheaply and effectively. Adtelligent was then hired to do that job

The solution

By using Adtelligent’s database, Grace was able to reach out to these potential customers at a 1 to 1 ratio and adjust for running ads in the tri-state area to Jamaicans only. Moreover, we were able to differentiate between first- and second-generation Jamaicans.

In expanding Grace’s audience, we were able to use data from previous campaigns to create accurate audiences. These included other diaspora communities, those with close bonds to Jamaicans or those who had travelled to Jamaica before. We were able to identify those who would have already had an affinity with Grace products and directly reach out to them.

This was done by using a combination of data generated by frequent users on Grace’s website and intersecting this data with a collection of Jamaicans in the USA and other Caribbean diaspora. This includes those who have interest in Caribbean products. With this audience, we were able to create a whole new category of Grace customers while keeping efficiency high in terms of chance for conversion and brand affinity while building equity in markets that would be converted. This is supported by providing geographic areas where you could buy Grace products.

The results

Adtelligent filmed, scripted, casted, and edited two videos for Grace Jerk entitled Spice It Up, and Remember the Rock, both released in late 2018. These contained viral content designed specifically for the Jamaican diaspora in the United States.

Through our online laser targeted ads, we pushed these videos to Grace’s audience in the US (New York and Florida) and in as little as 6 weeks they amassed over 200,000 total views on Facebook, Instagram, and YouTube, with tons of engagement surrounding the video’s story, theme, and relationships, all the while highlighting Grace Jerk products.

Not only that, but these videos were also integral in increasing Grace’s page reach, traffic to its website, as well as the awareness, interest, and brand recall of Grace Jerk products.