Challenge:  

Nomad Foods wanted to increase the visibility for their high-quality meat alternative range featured on key UK retailer websites. Online visibility for these products was being hampered by competitor and own-label products, and the product page content needed some improvements to improve consumer engagement.  

Solution:  

To address these challenges, Publicis collaborated closely with Nomad Food’s UK Marketing and Commerce teams on a holistic search initiative designed to increase organic rank within the search results, improve conversion, and improve performance from retail media activity

Extensive keyword research was conducted, with core keywords woven into revamped, consumer-friendly product page titles and descriptions, tailored for the retailer website algorithms. Mobile-friendly hero and secondary images were added to increase consumer engagement and provide additional visual information about the product & its benefits. 

Once completed, this content was syndicated onto the retailer site, and retail media activity reactivated

Results:

• Organic rank for product search results increased by 30%, placing products in the top quartile of page one results.
• Reprioritized retail media investment to support other products requiring additional competitive ranking support.
• Commercial sales surged by 10% weekly.
• Increased demand led to meat-free burgers selling out within a week.

These were achieved without any additional media investment. The success of this initiative was recognised by the eCommerce Awards, winning the category for ‘Best Content Marketing Campaign’.