How Brij Connects Feastables with Millions of Offline Customers A Month

Feastables, a chocolate company founded by YouTube sensation Mr. Beast, is redefining the confectionery industry. Known for its high-quality ingredients and innovative flavors, Feastables caters to digitally-native consumers who crave both exceptional taste and engaging experiences. As a brand born in the digital age, Feastables combines its commitment to quality with a tech-savvy approach, creating a unique niche in the chocolate market. With a presence in more than six international markets, Feastables is delivering a product that resonates globally.

Initially, Feastables used a generic QR code on their packaging that fell short of the brand’s dynamic and digital-first image. The primary objective was to transform these QR codes into localized, experience-driven tools that would enhance consumer engagement and gather valuable insights. By tailoring digital experiences to specific markets, Feastables aimed to deepen its connection with consumers, providing personalized interactions that reflect regional preferences and behaviors. This strategy was essential to align with the brand’s ethos of creating immersive, technology-driven experiences for its audience.

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“We brought in Brij to develop more of an experience and do different things per bar, like flavors or localization.” Jess Cervellon, Former VP of Customer Experience

When Feastables launched into retail and began repackaging, Brij was brought in to reform the brand's QR code strategy. The challenge was to develop digital experiences that were not only experience-driven but also tailored to different flavors and localized markets. For instance, a consumer in the UK would encounter a different digital journey compared to a consumer in the US. This is possible through Brij's international routing, allowing Feastables to print one code that drives traffic to several locations.

Brij's approach involved embedding a comprehensive survey within the digital experiences to collect demographic and purchase information. Questions included, “What is your gender?”, “Did you buy this for yourself?”, “How old are you?”, “Where do you live?”, and “Where did you buy it?”. This data collection was crucial in understanding consumer behavior and preferences across various markets.

The insights from these surveys were revealing: 90% of respondents identified as Walmart customers. This was particularly intriguing given Feastables' strong D2C presence. These findings underscored the importance of retail purchasers in the brand’s overall strategy and highlighted the potential for targeted marketing and enhanced customer experiences in retail environments.

The implementation of Brij’s solution led to substantial improvements in Feastables' retail engagement. The brand now boasts over 60,000 engagements per day and 2 million monthly engagements. The localized experiences not only enhanced consumer interaction but also provided Feastables with a wealth of data to refine their marketing strategies. The discovery that a significant majority of consumers were Walmart customers enabled Feastables to better tailor their retail approach, ensuring that their marketing efforts were precisely targeted to the most engaged consumers.

“Before Brij, we were hacking things together and had no context on analytics or engagements. Now we’re investing in QR codes as a dedicated channel to engage with customers.” - Jess Cervellon, Former VP of Customer Experience

Feastables plans to build on the success of its enhanced offline to online strategy by further personalizing consumer interactions. Future initiatives include developing even more tailored experiences based on the data collected, which will cater to specific demographics and regional preferences. Additionally, Feastables aims to expand its market reach, leveraging Brij’s expertise to drive retail velocity and deepen its global footprint. By continuously innovating and refining their digital engagement strategies, Feastables is poised to strengthen its connection with consumers and maintain its position as a leader in the confectionery industry.