MethodGroupe was Chifles’ first agency and first paid-media partner — and we delivered the brand’s first-ever flight at ~6.0MM impressions, 93% above the planned goal, at a $3.12 blended CPM (48% under plan). A legacy CPG brand with decades of shelf presence and zero advertising history came to us with a packaging refresh that loyalists could miss in the aisle, and no track record to benchmark against. We launched the brand into paid media for the first time across three coordinated channels — Meta, YouTube, and Display — built a Hispanic-targeted awareness flight across four Florida DMAs, and turned a packaging update into a measurable shelf-recognition program.

Chifles Digital Case Study

OBJECTIVE

Launch Chifles’ first-ever paid media program around a packaging refresh — building shelf recognition for the new pack with the brand’s loyalist base before the change hit retail. Coordinate awareness, click-through, and coupon signup capture across three channels (Meta, YouTube, and Display) on a constrained CPG budget.

AUDIENCE

U.S. Hispanic snack consumers across four Florida DMAs (Miami-Fort Lauderdale, Orlando, Tampa, West Palm Beach), leveraged third-party Hispanic audience segments within Meta, Chifles’ first-party CRM, and lookalike audiences modeled on existing brand loyalists.

CHALLENGE

Chifles is a legacy plantain-chip brand with decades of loyalist recognition built entirely on shelf presence — never on paid media. The brand had no advertising history, no historical paid-media benchmarks, and no national CPG budget. On top of that, an upcoming packaging refresh meant longtime loyalists could fail to recognize the brand they’d been buying for years. The mandate: introduce the new pack to the existing base, expand reach into adjacent Hispanic snack consumers, and prove paid media could earn its keep — all on a regional budget.

AT A GLANCE

  • $3.12 blended CPM (vs. $6.05 planned, –48%)
  • 1.62% Display CTR vs. 0.10–0.50% CPG benchmark
  • 97.7% YouTube delivery on Connected TV
  • 98%+ YouTube video completion rate
  • 1MM+ unique Meta accounts reached
  • 74% of Aisle coupon signups from Display

THE WORK

MethodGroupe built Chifles’ first paid media program from the ground up — three coordinated channels, one Hispanic-targeted awareness flight, four Florida DMAs.

YouTube Bumpers carried the mass low-cost reach layer. The flight delivered 97.7% on Connected TV — meaning nearly all impressions ran on premium living-room screens rather than mobile pre-roll — at a 98%+ video completion rate. Display delivered the click-and-convert layer through HIU (high-impact unit) interstitials, posting a 1.62% click-through rate against the 0.10–0.50% CPG display benchmark. Meta Carousels ran across Hispanic segments, Chifles’ first-party CRM, and lookalike audiences, reaching over one million unique accounts in market.

Mid-flight, performance data showed underperformance in the West Palm Beach DMA. We reallocated that spend to the three remaining DMAs, lifting CTRs across the rest of the program.

The full flight delivered ~6.0 million impressions at a $3.12 blended CPM — 93% above the planned impressions goal and 48% under the planned CPM. 74% of Aisle coupon signups captured during the flight came from the Display channel — a clean attribution proof point that paid media translated into a real, retail-adjacent action.

~6.0MM Impressions

Total flight delivery — 93% above the planned goal.

$3.12 Blended CPM

48% under the planned CPM ($6.05).

1.62% Display CTR

Vs. the 0.10–0.50% CPG display benchmark — multiples above category norm.

98%+ Video Completion Rate

YouTube Bumpers, with 97.7% delivery on Connected TV.

1MM+ Unique Accounts

Meta reach across Hispanic, 1P CRM, and lookalike audiences.

74% of Aisle Signups

Coupon signups attributed to the Display channel.

– DIGITAL –

Digital Display, YouTube, Social (Meta)

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SOURCES

  • ~6.0MM impressions / 93% above goal / $3.12 blended CPM — Internal: aggregated from Meta Ads Manager, YouTube/Google Ads, and the Display platform reporting for the Chifles 2025 Hispanic awareness flight.
  • 1.62% Display CTR vs. 0.10–0.50% CPG benchmark — Internal: Display platform reporting; benchmark source: WordStream/LocaliQ CPG display CTR range.
  • 97.7% Connected TV delivery / 98%+ video completion — Internal: YouTube/Google Ads reporting (Connected TV device-type breakdown, video completion metric).
  • 1MM+ unique Meta accounts reached — Internal: Meta Ads Manager (unique accounts metric, 2025 Hispanic awareness flight).
  • 74% of Aisle coupon signups from Display — Internal: Aisle coupon platform attribution, 2025 flight.
  • Mid-flight West Palm reallocation — Internal: MethodGroupe campaign management log, 2025 flight.