Stacey Hartnett is the VP of ecommerce (she oversees and marketing at Chomps, the fastest-growing natural meat snack brand in both natural and conventional retail channels and carried at Trader Joe's, Walmart, Whole Foods and more.
We had the pleasure of having Stacey on the pod and here are some of our key takeaways.
Chomps only Hires Chompions
Chomps is a major brand, but it still embraces the startup mentality of being scrappy and collaborative. Rashid (Chomps cofounder) and Stacey made sure that this was embedded in Chomps culture by only hiring “Chompions.”
Embrace Shippers to Get Your Product Out of It’s Aisle
Shippers are an additional endcap placement or cardboard merchandising unit in a grocery store. One of the great things about shippers is that you can place them wherever you’d like. As a healthy meat stick, Chomps doesn’t want to be associated with the stereotypes of beef jerky. Shippers help them get out of the aisle the grocery store may have placed them in and next to the aisle where their ideal shopper is!
Chomps Diversified Retail Channels Early On
From the start, Chomps was thinking about different sales channels. They were available on Amazon and Thrive. Leaning into the convenience and scale of other ecommerce platforms played a big role in Chomps success. In Stacey’s words “There was an Amazon hire before they even thought of bringing on D2C specific performance media.” This same approach applies to Chomps media mix - they are super diversified!
Listen to Stacey’s episode on Driving Performance here!
