Reach budget conscious grocery shoppers via Providers
Providers is a free mobile app that helps over 5 million low-income families manage their SNAP benefits and finances. Through the app, users can access daily savings, income-eligible programs, and local employment opportunities, all available from partner organizations.
Increase brand awareness and propensity-to-buy through content marketing
Through direct advertising, Providers helps grocery retailers reach an audience of millions of verified low-income households with value brand media. Partnering with Providers exposes grocers to target shopper audiences that can’t be found anywhere else.
Providers promotes the following in collaboration with partners:
Payment of online grocery with SNAP EBT card
Payment of grocery with SNAP EBT card at pickup
Customer & product research surveys
Custom-branded content zones
Sponsored recipe media
Drive both e-commerce and in-store sales with a targeted EBT audience
Providers helps grocery retailers drive online and in-store sales with low-income families by providing direct access to EBT shoppers. For example, grocers can partner with Providers to offer targeted discounts and launch co-branded sales campaigns in partnership with CPG brands.
Case Study: Building brand affinity with low-income shoppers via recipe media
Food brands have been searching for avenues to support low-income customers during the COVID-19 pandemic. In the spring and summer of 2020, several major brands engaged Providers to build a direct connection with low-income families impacted by the crisis.
Providers collaborated with brands to launch custom in-app campaigns that highlighted affordable sponsored recipes, cooking tips, geo-targeted coupons, and more to help families cook at home on a budget. Several brands also took the opportunity to survey Providers users on their cooking preferences to develop custom content tailored to a low-income audience.
Expanding brand reach and engaging shoppers
unique engagements on brand media
average shoppers reached
The custom campaigns connected 128,000+ cash-strapped households with food brand media, generated 137,000+ views of sponsored recipes, and resulted in 2,700+ data points on food purchasing and consumption behaviors. The average brand campaign reached over 1 million families across the nation within a one-month period.
By running targeted marketing campaigns in Providers, food brands have been able to build affinity with millions of consumers, eliminating the lift of identifying low-income customers online and increasing the impact of their media investments.
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