Voilà
When Pinners were hungry for meal ideas, Voilà delivered. By uploading more than 130 recipes and using Pinterest’s automation to serve them dynamically, the brand built a scalable content ecosystem that surfaced inspiration across endless food-related searches.
Goal
When rustling up food ideas—whether it’s an easy weekday lunch or an elaborate holiday dinner—many people turn to Pinterest. The reasons are plentiful. From serving suggestions and recipes to the latest foodie trends, the platform is brimming with inspiration. And for a grocery delivery service like Voilà, these moments had huge commercial potential—which the brand leaned into.
Voilà saw an opportunity to meet people in these planning moments—showing up with relevant meal inspiration while positioning itself as the go-to destination for everything needed to bring those dishes to life. As part of a broader ambition to scale account growth, this activation played a key role within Voilà’s full-funnel, always-on acquisition strategy.
By showing up with relevant meal inspiration in key planning moments, the brand aimed to drive discovery, engagement, and action among Pinners in delivery areas—helping move people from inspiration to checkout as they decided what to cook next.
Strategy
To scale Voilà’s presence across meal-related searches on Pinterest, they used Creative Catalog to transform its recipe library into a large set of dynamic Pins. Uploading more than 130 recipes allowed the brand to build a vast collection of content ready to meet demand, surfacing across a variety of meal-planning queries.
For formats, Voilà used Standard Ads, created automatically with Creative Catalog to drive greater efficiencies across the campaign. With Pinterest Performance+ Targeting, creative could be automatically rotated and optimized, serving the most relevant recipe ideas—and top-performing ads—based on what Pinners were searching for.
And with the Direct Links feature already built into the Pins, inspiration could quickly turn from idea to plate—making it easy for people to move from discovering a recipe to adding the ingredients to their cart.
“
Pinterest is where so many people go when they’re looking for food ideas, and we wanted to show up in those moments. Using Pinterest’s products and features, we were able to show our recipe content at unimaginable scale—helping more people discover Voilà and delivering results beyond our expectations.”
Marissa Fischer
Growth & Performance Marketing Manager, Voilà
Results
The campaign delivered delicious results, quite literally—all while supporting Voilà’s broader account growth ambitions. By combining a rich catalogue of recipe content with Pinterest’s automation, powered by Pinterest Performance+ Targeting, Voilà was able to show up and serve. Ads appeared consistently in key discovery moments as people searched for all things food.
Comparing the periods before and after the Creative Catalog launch, the account saw impressions increase by 135%¹, while outbound clicks skyrocketed by 1450%¹. Optimized click-through rate also climbed by 536%¹, while optimized cost-per-click dropped by 93%¹—proving that Pinners weren’t just browsing; they were diving in.
The key takeaway? Be where your customers are, put your ideas on the menu, show up at the right moment, and people will bite.
Our verdict? Chef’s kiss.
1450%
Lift in outbound clicks¹
536%
Higher optimized CTR¹
Explore Related Resources
Retail catalogues
Turn your product feed into dynamic, shoppable Pins. By uploading your catalogue, Pinterest automatically creates and updates Pins, helping you show up in search and across the platform while people explore, discover, and shop. Get started.
Pinterest Performance+ Targeting
Maximise your campaign’s potential with AI-powered optimization. Pinterest Performance+ Targeting helps deliver the right creative to the right audience at the right moment, boosting efficiency and results. Activate now.