Primal Kitchen

The Objective

Inspiring food-lovers with summer recipes

Primal Kitchen’s mission is to inspire better-for-you eating without compromising on flavor! For the summer grilling season, Primal Kitchen and TikTok Creator Marketplace API partner Captiv8 set out to inspire food-lovers across TikTok with mouth-watering summer recipes using Primal Kitchen’s marinades and more. TikTok was the perfect home to find hungry, health-conscious audiences

The Solution

Creator marketing and ASMR videos

Primal Kitchen set out to make TikToks, not ads, and partnered with four foodie creators to create summer recipe content that leveraged native trends found on TikTok -- plant-based food hacks, convenient weeknight dinner inspo, and of course, ASMR. From the crackle of fresh lettuce to the sizzling of meat on the grill, “the sounds of grilling” leveraged native TikToker behavior of “sound on” to inspire usage, drive conversation and make Primal Kitchen memorable this summer.

To find our cast of TikTok Chefs, Primal Kitchen worked with Captiv8, a TTCM API alpha partner. Leveraging TTCM’s first party data within Captiv8’s platform, Primal Kitchen was able to filter for over 100 different criteria, including text-based searches to uncover creators who were organically speaking to niche topics: Keto diet, plant-based diet, & convenience cooking. No one knows Summer Grilling like @BigBoyCooks (Adam Al-nammari) who showed his keto audience how to make the perfect Smash burger just in time for Memorial Day with Primal Kitchen’s healthy condiments & tantalizing ASMR sounds. @CookLikeaMother (Lauren Bower) inspired busy-moms on how to eat healthy without sacrificing taste or time!

The Results

Generating positive engagement

The campaign generated more than 330,000 impressions with an average engagement rate of 8.37%. In the comments, brand loyalists declared their love for their favorite Primal Kitchen products while new users discovering the brand for the first time kept asking, “where can I buy it?” With over 25,000 engagements across the eight videos, the campaign had a 74% positive sentiment and led to a +12% lift in ad recall and +13% lift in purchase consideration.

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