How Chomps Drove Over 50% New-to-Brand Sales with Dish Interest Targeting

Reaching snackers based on real food behavior

Chomps is redefining snacking with real ingredients and convenient products designed for real life — all in bold, craveable flavors. 

As the brand grew on DoorDash, Chomps wanted a more targeted way to reach consumers likely to convert. The team set out to move beyond broad snack-category targeting by identifying the food preferences and ordering occasions most closely tied to Chomps' customers.

That made Dish Interest Targeting a natural fit. With Dish Interest Targeting, Chomps could reach consumers based on demonstrated affinity for specific dishes and food categories on DoorDash, using restaurant ordering and engagement signals to identify relevant food-based audiences when they were already deciding what to eat, buy, or add to their cart.

"Dish Interest Targeting gave us a more precise way to reach consumers on DoorDash. Broad snack audiences were a starting point, but DoorDash's food-based signals helped us connect with people based on what they were already showing through their ordering behavior." — Alexa Chavez, Director of E-Commerce, Pure Play channels at Chomps

Pairing Sponsored Brands with Dish Interest Targeting

Chomps activated Sponsored Brands to increase visibility on DoorDash and help shoppers discover its products at key moments in their purchase journey. To use that reach more efficiently, the brand layered in Dish Interest Targeting, using the Interest Insights Report to identify high over-indexing dishes and audience segments more likely to convert with Chomps. 

One insight stood out: Curry emerged as Chomps' top dish interest. This discovery gave the team a new, valuable perspective on the food occasions relevant to its audience and helped them align media spend with restaurant ordering behaviors tied to its core audience. Instead of relying on broad assumptions, Chomps could use DoorDash's food-based audience signals to reach consumers more likely to be interested in Chomps' products.

"We're always looking to ensure we stay on top of consumer trends; these insights have the potential to drive decision making — whether it's short term in our media strategy or longer term through an innovation lens." — Alexa Chavez, Director of E-Commerce, Pure Play channels at Chomps

The brand also added a broad product assortment, including individual sticks and larger pack sizes. This helped maximize coverage and gave consumers more ways to discover and purchase Chomps — from trial-friendly single items to larger pack sizes for repeat or stock-up behavior.

"Sponsored Brands helped us show up with stronger visibility, while Dish Interest Targeting helped ensure that visibility was relevant. Together, they gave us a more efficient way to introduce Chomps to more consumers on DoorDash." — Alexa Chavez, Director of E-Commerce, Pure Play channels at Chomps

Turning relevance into new-to-brand growth

By combining Sponsored Brands with Dish Interest Targeting, Chomps was able to reach new consumers, drive strong attributed sales, and increase brand awareness.

Results at a glance:

Continuing to build on high-intent targeting

For Chomps, the value of DoorDash Ads came from combining a high-visibility ad product with a targeting strategy grounded in real consumer behavior.

With the campaign still ongoing, Chomps plans to continue using Sponsored Brands and Dish Interest Targeting — turning dish ordering preferences into an actionable retail media strategy that helps Chomps reach the right consumers at the moment of decision.

"We were excited to see strong performance from the initial test, especially with smarter, affinity-based targeting. We think there's a lot of runway within this type of targeting and we're looking forward to scaling this test for further insights." — Alexa Chavez, Director of E-Commerce, Pure Play channels at Chomps