Gen-Z, Millennial Opps: Noodles & Company increases digital spend to reach more consumers (Score 81)

Noodles & Company (N&C) is attempting to reach a broader ranger of consumers and it believes digital marketing will help accomplish this. Per its Q4 2020 earnings report, increased digital spend has resulted in higher e-mail open rates and better social media engagement. Sellers, this means ROI is very important for N&C, so keep that in mind when you reach out. We told you about N&C's expanded relationship with creative AOR Fortnight Collective late last year. 

According to Pathmatics, N&C earned 18.7m impressions through Facebook ads (55%), Instagram ads (26%) and desktop display ads (20%). It placed the majority (80%) of these ads site direct onto facebook.com and instagram.com. It placed the remainder (20%) indirectly through The Trade Desk onto sites such as zillow.com, reddit.com, yahoo.com, fandom.com and whowhatwear.com. N&C spent around $101.5k on digital display ads YTD, $231.9k spent during the same time period of 2020. Full-year spend jumped 36% from $440.5k in 2019 to $600.5k in 2020. 

Sellers-- N&C seems to mainly target Gen-Z and millennials through digital display ads. It increased spend significantly from 2019 to 2020, then it fell a little bit this year, indicating it is still feeling out the best level of spending. It also invests in OOH and print ads, per Kantar. Sellers should contact this company and offer digital ad space. 

Agency & martech readers-- N&C works with creative AOR Fortnight Collective, social AOR Blue Bear, media buying AOR IMM and PR AOR Konnect Agency. N&C expanded its deal with Fortnight late last year, and agency reviews commonly follow one another. Keep reaching out to this company to see if you can win any of its business.