BFY Millennial, Gen-Z Opps: Sweetgreen introduces Protein Plates (Score 72)

Sales lead: Reach out to help this company promote its new Protein Plates. 

• Sweetgreen just announced Protein Plates as part of its effort to bolster its dinner options. 
• Protein Plates come in three varieties: Miso Glazed Salmon, Southwest Chicken Fajita, and Hot Honey Chicken. 
• All three items include over 30g of protein and are much more filling than Sweetgreen's typical options. 

Target demographic: Millennials & Gen-Zers seeking healthy dining options 

The company will likely:

• Continue adding new items to its menu
• Keep increasing digital spend
• Seek agency assistance 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Sweetgreen spent nearly $3.9m on digital display ads YTD, a 63% increase from $2.4m spent in this channel during the same time period of 2022. 
• YTD data: 595.8m impressions via Instagram (45%), Facebook (38%), desktop display (9%), and YouTube (7%). 
• 2021-2022 spend: Full-year spend equaled $3.2m in 2021 and $3.4m in 2022. 
• Ad location: It placed 92% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, yahoo.com, and theconservativetreehouse.com. It placed 8% of these ads through multiple indirect channels onto sites such as yahoo.com, football.fantasysports.yahoo.com, people.com, nextdoor.com, and finance.yahoo.com. 

Additional channel insights  

• Top podcasts sponsored: Business Wars, Dhru Purohit Podcast, Masters in Business, The Best One Yet, and FULL COMP: The Voice of the Restaurant Industry Revolution. 

Agency analysis:

• Opportunity: Keep reaching out to the new VP & marketing head we told you about in August. 
• Current roster:
  • In-house: creative