Imperfect Foods

The Objective

Growing Imperfect's delivery customer base

Imperfect Foods is a grocery delivery service on a mission to reduce food waste. The brand helps customers save money while positively impacting our food system and the environment by selling "imperfect" groceries. The grocery box includes foods with cosmetic quirks, irregular sizes, or surpluses that would otherwise go to waste. To build its customer base, Imperfect Foods turned to TikTok to reach untapped audiences and expand its footprint.

The Solution

Using Pixel Optimization with In-Feed Video to drive customer sign-ups

Imperfect Foods found their fit with engaged communities of TikTok users interested in positively impacting the world. To generate a high and consistent volume of new customer sign-ups, Imperfect Foods takes an evergreen advertising approach while leveraging the TikTok Pixel to optimize for lower-funnel goals, including acquisition.

Imperfect Foods understands the value of showing up natively on TikTok to pique interest and drive resonance among its target audience. The brand leans into creating TikTok-native content by partnering with like-minded creators and empowering its employees to create content. It also searches for user TikToks that mention the brand, reaching out to these everyday creators to repurpose their content for Imperfect Foods' In-Feed Video Ads. This approach allows the brand to showcase its grocery delivery experience in a fun, relatable way.

Imperfect Foods also partnered with Bravo Top Chef Host and New York Times Best-Selling Author Padma Lakshmi to harness the power of celebrity to connect with new audiences. The aspirational ads show Padma unboxing her delivery as she explained how Imperfect Foods is "bringing a kinder approach to food" and offered up a unique discount code to incentivize user action. Viewers could click through to a landing page to sign up and save using Padma's discount code at check out.

Imperfect Foods also uses the TikTok pixel to maximize efficiencies for its evergreen strategy. TikTok Pixel is a piece of code brands can place on their website to share website visitor events to TikTok. The pixel enables brands to monitor sales and user activity while identifying the best audiences for their ads. To attract new customers, Imperfect Foods optimizes for conversion with the Pixel to understand user flow and how people interact with ads. From there, the brand builds audiences by finding similar users who are more likely to convert. Together, the TikTok Pixel and impactful ad creative allow Imperfect Foods to test and increase budget to fuel efficient evergreen signup efforts.

The Results

Delivering success for sustainable grocery delivery

Imperfect Foods has saved over 145 million pounds of food waste to date, and the TikTok community has been eager to join in. The brand's evergreen conversion campaign has successfully driven new customer signups with a 25% lower CPA than other digital channels during peak seasonal moments. The In-Feed Ads featuring user-generated content garnered strong conversion rates and were able to scale in spend efficiently. The upper-funnel ads featuring Padma Lakshmi grabbed users' attention, and paired with a retargeting campaign leveraging top performing evergreen content, the full-funnel campaign drove a 47% stronger CTR and 50% stronger CVR, proving partnering with recognizable personalities can deliver a high impact.

TikTok has also been a powerful platform to increase brand awareness of the grocery delivery service company. A post-campaign brand lift study showed +27% Ad Recall and +5.4% Awareness. As Imperfect Foods continues to grow its sustainably sourced, affordable, and convenient delivery service, the TikTok community is engaged and signed up to make a difference.