Zenb is a new food brand that offers plant-based products and veggie-based snacks.
Owned by Mizcan Euro (the name behind Branstons and Sarsons vinegar), the brand has big ambitions for growth and plans to use Amazon as a way to recruit new-to-brand customers.
With an initial range of products that don’t sit within a predefined Amazon category, our brief was as much about raising brand awareness as it was about driving sales.
This brief called for a different way of thinking, beyond the core Amazon approach of selling into existing latent demand.
With products that sat outside of typical Amazon categories, we had to focus on creating compelling Amazon listings that were designed to convince consumers to try a product they may not have been specifically looking for – listings that really sold the features, benefits and points of difference of Zenb’s range.
With those listings in place, our strategy shifted to creating trust through reviews, before driving high-funnel and early consideration traffic through these listings to build awareness of the range.
With awareness growing, and supported by Zenb’s own TV advertising, we were then able to shift to a more lower-funnel Amazon Advertising strategy that focussed on conversion and moving towards ROI generation.