South Chicago Packing has served premium fats and custom oil blends to top restaurants for more than 120 years. When the company expanded to Amazon in 2020, they saw an opportunity to grow beyond foodservice and reach a wider DTC audience. To accelerate growth, South Chicago Packing partnered with Channel Key in May 2023 to develop and execute a full-funnel Amazon Ads strategy.
Their goal was clear: drive first-time purchases, build brand awareness, and increase Subscribe & Save adoption. But with limited brand recognition in the consumer space, it would take more than great products to capture new shoppers’ attention.
Approach
- Target New Audiences with DSP
Channel Key launched awareness-focused Amazon DSP campaigns to introduce South Chicago Packing to shoppers browsing related categories. - Move Shoppers Down the Funnel
Once engaged, Sponsored Products, Sponsored Brands, and Sponsored Display ads helped convert traffic from shoppers researching similar items. - Optimize for Subscribe & Save
Channel Key used strategic retargeting to reengage potential customers and grow subscription orders while excluding past buyers to focus on new-to-brand sales.
Key Results
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453% increase in brand searches
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41% year-over-year sales growth
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75% of ad-attributed sales were new-to-brand
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75% viewability rate
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300+ new Subscribe & Save customers
Conclusion
Within six months of launching this full-funnel strategy, South Chicago Packing reached millions of new shoppers and built a profitable acquisition pipeline. By layering Amazon DSP with Sponsored Ads and tailoring campaigns for each stage of the shopper journey, Channel Key helped convert awareness into long-term customer value.
As the data shows, more than 75% of ad-attributed sales came from first-time buyers. With an average viewability rate of 75% and more than 300 new subscriptions, South Chicago Packing’s investment in Amazon Ads is paying off and scaling fast.
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