In Canada, the online grocery and food delivery space is growing dramatically.

Voilà is a relatively new grocery delivery service. Despite having guaranteed fresher offerings and more efficient delivery, it was hard to stand out against established competitors and other new market entrants amongst our millennial target.

Other online delivery services, such as Walmart, have a head start and larger geographical distribution. In addition to major grocery retailers that deliver, like Metro and Loblaws, we’re also competing against third party services like Instacart or UberEats and meal kit delivery services.

Voilà is only available in select urban areas. With a ‘fresh or it’s free’ guarantee and strong Net Promoter Scores, we found that people who tried the service loved it! We just needed more people to try it.

Our target market was tech-savvy Millennials (and older Gen Z) in metro areas who were likely to use an existing delivery service but may not have heard of Voilà. This demographic is particularly active and engaged on social media, readily “consuming” viral recipe content.

TikTok has established itself as the source of viral food trends, responsible for selling out ingredients like feta during recipe frenzies. This interesting new phenomenon was a chance to convert recipe views into delivery orders. This could be a first-to-market opportunity to creatively use data and shoppable social media in a novel way to drive awareness and acquisitions. 

A tool to analyze what trends might drive the next food frenzy didn’t exist yet, so we built the world’s first trending recipe predictor to generate "trend energy" predictions.

When a recipe goes viral on TikTok, ingredients sell out quickly. Whether it’s #WhippedCoffee, #CloudBread, or #FetaPasta, this phenomenon has caused grocers to sell out of key ingredients and has more than doubled Instacart orders.

This was an untapped opportunity for Voilà. If we could predict recipe trends before they took off, we would be able to intercept cultural moments in a way no competitors in Canada had, and acquire new customers with a first-mover advantage.

Our proprietary, custom-built Trend Index ingests data from TikTok trends, Google insights, Pinterest trends, social listening, culture/content trends, and Voilà’s first-party search and sales data. Each data source is assigned a value based on its level of influence. These data points are filtered through our index to generate “trend energy” predictions.

This would improve the shopping experience for customers by making trending recipe TikToks directly shoppable.

By using Spark Ads and partnering with foodie creators, we could take users from trending TikTok recipes to a pre-populated cart on Voilà.ca in just one click. The landing page had everything needed for the recipe for users to schedule their delivery, which drastically shortened the ecommerce path-to-purchase.

In conjunction with the TikTok Spark Ads, we were among the first to use their innovative new Pop-out Showcase add-on to make the ads even more interactive and shoppable in one click.

A social-first campaign from inception to execution, Trending 2 Table successfully turned social trends into trials and drastically shortened the path-to-purchase.

The campaign successfully delivered against objectives to increase drive both new acquisitions and orders, all while receiving rave reviews and recipe praise on our partnered foodie creators’ content.

●      8x increase in Voilà orders

●      11x increase in new Voilà customers

●      Drove 60-80 new users per week (benchmark average of other Voilà ads was 5-7 new users per week)

●      200%+ higher clickthrough rate

TikTok Canada refers to Trending 2 Table as “The ultimate #FoodTok experience.”

As we see a major shift in consumer habits geared towards shoppable social, Voilà's Trending 2 Table campaign is championing the #Content2Cart phenomenon. By partnering with industry professionals and foodies, Voilà has mastered the co-creation of entertaining recipe content.

With over 3.5 million views and more than 40K engagements, #Trending2Table was a great conversion-driver for Voilà. It eliminated the friction between first exposure to a trending recipe and getting it onto your plate and allowed us to turn complex data into dinners, “Just Like That.”