Gen-Z & B2B Opps: NatureSweet significantly increases digital ad spend after AOR appointment

The digital ad spend for tomato brand NatureSweet has experienced a major surge since the company appointed AOR Smith Brothers Agency last summer. Since demand for fruits and vegetables is on the rise (more below), I expect NatureSweet's spend to continue rising throughout 2021; sellers able to offer relevant ad space should reach out sooner rather than later.

Pathmatics reports the company has allocated roughly $176k toward digital ads YTD; it did not utilize this channel by this point last year. NatureSweet's estimated full-year 2020 spend reached $5.5m, a huge increase from that of $18.3k in 2019. So far this year, the company has earned around 32.5m digital ads via Instagram (73%), desktop video (14%) and desktop display (13%) ads.

NatureSweet targets retail grocery providers, restaurants and other foodservice companies. Right now, its distribution partners reportedly include Kroger, Sam's Club, Walmart, Super Target, Whole Foods and Safeway.

However, it also targets consumers, whom it encourages to visit such locations to buy its products. I expect demand for NatureSweet's tomatoes has grown substantially during the past year; since so may consumers have been cooking at home so much more often due to the global pandemic, they've also needed more tomatoes. As you can tell from its significantly increased digital ad spend and notable reliance on Instagram ads, it's particularly targeting Gen-Z. To do so, it may expand into additional digital channels such as OTT and/or podcast. According to Kantar data, NatureSweet does also invest in local broadcast.

Agency & martech readers - Since Smith Brothers was awarded AOR duties in 2020, its responsibilities have included creative, strategy, media, digital and social media. Since NatureSweet's work is all tied up, I suggest you seek more promising opportunities elsewhere.