Harris Farm Markets used Pinterest Predicts and insights from the Pinterest team to tap into key moments and trends, like Sydney’s post-lockdown picnic craze. Their on-trend campaigns paired careful targeting with eye-catching creative. All this saw Harris Farm get great traction and even compete with bigger brands, with a 27% lower CPM across all awareness campaigns than the retail benchmark.1

For over 50 years, family owned and operated grocery store, Harris Farm Markets, has worked to reconnect Aussies with the joy of food. From forging deep connections with local farmers and sustainable suppliers to seasonal produce all year round, Harris Farm Markets are all about appreciating nature and uniting behind the positive impact that great food can have!

The small but mighty Harris Farm marketing team had been using Pinterest as a marketing ideation and creative briefing tool for a little while. Recognising Pinterest as a true creative canvas, they were interested to see how advertising on the platform could allow them to make the most of current trends and showcase their products in new and interesting ways.

27%

lower CPM across all awareness campaigns than the retail benchmark1

14%

lower CPM for the Picnic Packs campaign than the grocery benchmark1

Picnic pack campaign bears fruit
Harris Farm Markets used Pinterest Predicts and insights from the Pinterest team to understand unique moments that were trending on the platform and design relevant campaigns. For example, Pinterest identified that with the lockdown ending in Sydney, picnics were trending and recommended that Harris Farm activate their Picnic Packs campaign to capitalise on the moment.

They also targeted each campaign carefully, focusing on regions where they have a store or offer online delivery, and overlaid with Pinterest users in those areas who are constantly searching for inspiration within the food and drink category.

But it was Harris Farm’s creative that really made their campaigns stand out. By drawing inspiration from other Pinterest users and recognising the importance of eye-catching Pins, they were able to design enticing and engaging visuals—an approach that really bore fruit.

As a digital marketing team comprising of only two people and with a shoe-string budget, Pinterest plays a pivotal role in our entire marketing process. We use it for ideation, for briefing our creatives and photographers and for promoting our campaigns.”

—Stephanie Timp, Marketing Manager, Harris Farm Markets

Achieving great cut-through
Harris Farm’s campaigns highlight the importance of both tapping into key trends and investing in beautiful, eye-catching creative. By prioritising these aspects and targeting carefully, they were able to grow awareness, and all for great value, since across all their awareness campaigns, they achieved a 27% lower CPM than the retail benchmark.

Pleased with these results, Harris Farm Markets now runs an always-on campaign, combined with tactical bursts to target trends or specific times of the year, such as Christmas and New Year.

Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:

01
Use Pinterest as a campaign ideation tool, learning from other creators to take your own creative to the next level.

02
Use Pinterest Predicts to see what’s trending and speak to these key moments in your campaigns.

03
Invest in relevant, engaging, eye-catching creative.