L2’s Food Insight Report: Digital Coupons found ‘Save Now’ to be the most common call to action among food brands. Twenty-three percent of food display ads have a ‘Save Now’ button, and 20% ask viewers to learn or read more. Just 16% have an ‘add to recipe’ CTA, even though 37% of smartphone shoppers look for recipes on their mobile phone at the grocery store.
General Mills, Nestlé, Kraft Foods Group and The Hershey Company are the four parent companies who have made the most use of couponing as a call to action strategy. All but The Hershey Company have placed coupons on their brand sites. The graph below shows which CTAs food conglomerates prefer. Nestlé leads on the ‘Learn More’ front, followed by Mars. Unilever is making the most of consumer interest in recipes, using an ‘add to recipe’ CTA in 36% of its display ads.