The results
To reimagine what vanilla could be, Nielsen-Massey partnered with Quad to take vanilla beyond the baking aisle and into everyday moments. Working with Quad agencies Betty and Rise, the brand paired compelling storytelling with precise audience targeting to reach consumers in new occasions. The result was outsized engagement and growth in a declining category.
No. 1
brand in household growth despite category declines
~50%
sales growth
No. 1
in dollar loyalty, buy rate and in-basket dollars per trip
About Nielsen-Massey Vanillas
Nielsen-Massey Vanillas is a premium global producer of high-quality vanilla and flavor products, known for its craftsmanship and heritage. The brand serves both home cooks and professional chefs, offering a range of extracts, pastes and flavorings. With a formidable reputation in the baking category, Nielsen-Massey continues to innovate and expand its role in everyday cooking and consumption.
The challenge
Nielsen-Massey Vanillas sought to elevate its brand in a crowded flavoring category, reposition vanilla beyond “just for baking” and strengthen household penetration and loyalty — all amid category-wide declines. Growth depended on shifting that perception, expanding usage, reaching new audiences and increasing frequency of purchase.
The solution
Repositioning vanilla beyond baking
A key insight revealed vanilla’s untapped role as an everyday ingredient, fueling a broader shift in usage.
Creative platforms driving engagement
Content and influencer storytelling demonstrated simple, everyday ways to use vanilla.
Integrated media driving performance
Paid, social, programmatic, and in-store channels optimized weekly for awareness and sales.
Data-driven targeting and optimization
Measurement and reporting aligned creative and media, improving efficiency and overall campaign performance.
Personalized sampling drives trial
Direct mail kits with Flowcode tracking connected physical and digital experiences to increase engagement.
Driving loyalty and household growth
Sustained engagement encouraged repeat purchases, strengthening loyalty and increasing household penetration to a category-leading position despite a declining market.
Marketing experience solutions: MX: Intelligence, MX: Creative, MX: Production and MX: Media
Products: Content creation, in-store, packaging, managed production services, campaign measurement & reporting, brand strategy & design, campaign ideation, omnichannel media, direct mail and content & influencer marketing
Industries: Consumer Packaged Goods
