Digging Into Home Chef’s Successful Direct Mail Targeting Strategy

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By: Wise Marketer Staff |

Posted on October 19, 2022

Home Chef was founded in 2013 with the goal of making home cooking simple and delicious. The company was acquired by Kroger, the nation's largest grocer in 2018. Since that time, Home Chef has continued to grow in both e-commerce and retail channels.

A big part of the growth strategy has included a focus on customer loyalty. In recent years, Home Chef successfully launched several customer loyalty and acquisition strategies, but to reach more households they needed a new approach to target current and prospective customers.

Home Chef worked with 84.51° to develop and evolve its acquisition, retention, and overall loyalty strategy. In this webinar, you'll hear from Home Chef and 84.51° about the successful direct mail campaign and targeting strategy that drove engagement with current buyers and generated awareness among new households. Backed by robust first-party data, the campaign led to an incremental return on ad spend and is continuing to evolve for the future.

This discussion provides a great case study in support of why and how Direct mail still works to reach specific customers with brand equity messaging. 

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Mel Rocha Cheng is Senior Brand Manager, Home Chef. Mel leverages consumer insights to effectively communicate with the in-store shopper. Her focus is working cross-functionally with trusted partners like 84.51° to create marketing plans that will drive customer acquisition and retention.

Cindy Rider is Lead Business Acceleration Consultant with 84.51° She is responsible for supporting loyalty communications and media plans for Home Chef, Kroger’s Our Brands, and Kroger Personal Finance. She partners with her clients to maximize their investment, grow retailer loyalty, and build brand value.