H-E-B Tapped Pinterest to Help with the Holidays
Regional grocer H-E-B tapped into Pinterest’s insights this holiday season to share festive recipes and dishes inspired by the platform's top food trends.
A home page display ad on heb.com invited users to “get inspired,” and directed users to a dedicated web page within the site listing four festive ideas: “winter salads,” “Christmas brunch,” “Instant Pot cider” and “oven baked beer brisket.” Each idea included a call-to-action, such as “Shop Christmas brunch necessities,” that led to e-commerce pages corralling necessary products available in stores or online. Multiple recipes were also spotlighted beneath each of the four categories and directed to individual recipe pages within heb.com.
H-E-B also made an "H-E-B Holiday Trends" Pinterest board spotlighting the same recipes. Each pin also directs users to the aforementioned web page.
One item spotlighted on the page is not a food or beverage, but rather a means to make them. H-E-B took the opportunity to spotlight a red Instant Pot Duo60 7-in-1 pressure cooker, stating “the Instant Pot has revolutionized the way our customers cook year-round … and how y’all are making holiday drinks, too!” H-E-B additionally promotes the SKU as a “holiday exclusive – only at H-E-B” via Pinterest. Christmas brunch was also apparently a top search on Pinterest, as H-E-B states on the web page, “No wonder everyone is on the hunt for new ideas to combine the two.”
Pinterest’s insights and its new tool Pinterest Trends, which began rolling out on Dec. 10 while still beta-testing, help provide brands and companies with a look at what’s trending and what its more than 320 million users are searching. Pinterest Trends gives a view of the top U.S. search terms within the past 12 months as well as a look into the timeline of when top search terms peak as a way to help better understand how content performs on the platform, according to a Dec. 10 media release from Pinterest shared with the Path to Purchase Institute, announcing Pinterest Trends.
NOTE: For more on H-E-B, visit p2pi.org. Path to Purchase Institute members have access to more than 1,600 images and nearly 200 articles of marketing and merchandising activity at H-E-B, along with a full Retailer Profile outlining the chain’s operations and strategies.