#BYMEspresso☕: It's Tiktok for Chosen Foods

The brand, Chosen Foods is shifting its marketing dollars and content strategy to produce its own long and short form videos on TikTok now that Gen Z spends more time on the app.

Chosen Foods, a brand of avocado-based cooking oils and condiments that launched in 2011, is focusing its marketing dollars — spending roughly 40% of its ad budget — on TikTok. The brand is looking to stand out with an educational approach to the platform

In a similar move as health care brand Supergut, Chosen Foods focused on organic growth on Facebook, Instagram, and Pinterest in the past year. But the brand shifted its marketing dollars and content strategy to produce its own long and short form videos on TikTok now that Gen Z spends more time on the app.

“Our strategy is to seek out underpriced attention among our target consumer, which in 2022 dictates an emphasis on TikTok, a platform that increasingly helps drive forward culture while also functioning as a home for education and entertainment,” said Sara Barnes, vice president of marketing at Chosen Foods.