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Fly By Jing brings thoughtfully crafted and carefully sourced pantry staples, such as its famous Sichuan Chili Crisp and sun-dried noodles, to the modern kitchen. Founded by Jing Gao, a chef and renowned expert on Chinese cuisine, the company's team is on a mission to evolve culture through taste by expanding palates and minds.
The company launched on Kickstarter in the summer of 2018 while the team developed its first product, Sichuan Chili Crisp, which became the highest-funded craft food project on the platform. In February 2019, they built out their direct-to-consumer business, relying heavily on word of mouth and earned media to grow their customer base. Since 2021, they have pushed heavily into retail and expanded into over 11,000 doors, including WFM, Sprouts, Target, Walmart, and more.
When launching its retail channel, Fly By Jing faced a unique market entry challenge that set it apart from traditional CPG companies. While most brands introduce new variations on familiar products, Fly By Jing set out to bring awareness to a new type of product to American retail shelves.
Their team specifically faced a few key obstacles:
Industry peers who had successfully used Aisle to overcome similar challenges recommended it to the Fly By Jing team.
“Aisle makes it easy to create custom offers that noticeably improve our velocities. We can test different offers and creative (ads, landing pages) with easy attribution. The new features that Aisle rolls out are always what we have in our brain that we want but haven’t even vocalized yet.” - Elizabeth Jarrard, Brand Manager
Fly By Jing leveraged Aisle's platform capabilities to develop and optimize its shopper marketing strategy through several key initiatives. First, their team began by testing several cashback offers on their flagship Sichuan Chili Crisp product, ranging from $3 to $5. After analyzing the customer acquisition costs (CAC), they identified that the $3 promotion provided the most efficient return on investment and converted in-store shoppers at close to 30%.
Based on these findings, Fly By Jing established its first "always-on" promotional strategy: a $3 off discount program available across all eligible retailers. Their team promoted primarily through Aisle's consumer web and mobile app (iOS), with occasional geo-targeted paid ad support and their organic social channels. This broad approach helped maintain steady consumer acquisition and opt-in growth, even during periods of reduced retail media spending.
Building on its evergreen approach, Fly By Jing developed retailer-specific campaigns to increase product velocity at key retail partners, including Target, Whole Foods Market, and Sprouts. They also conducted trials for an innovation launch: their Sweet & Spicy Chili Sauce.
Using Aisle to support custom campaigns, the FBJ team consulted their brand strategy manager to create a unique cross-promotional campaign for the release of Kung Fu Panda 4. This promotion reimbursed customers who bought a movie ticket and a Fly By Jing product.
From a community and customer support perspective, Fly by Jing has been able to leverage Aisle to support quickly getting products into the hands of their ambassador and influencers on the ground, as well as a surprise and delight tool for DTC consumers by offering quick cashback incentives to cover the cost of their order if there was a logistical or shipping issue.
Fly By Jing's lean sales and shopper marketing team have influenced significant, trackable retail velocities through their partnership with Aisle. Their $3 evergreen offer drove a nearly 30% conversion rate among in-store shoppers, that they promoted across both paid social and organic social pushes, while their presence on Aisle's consumer app generated over 2,500+ new customers alone outside of their media spend.
Aisle has enabled their team to run diverse retail-focused promotional initiatives, from Target-specific launches, to their Kung Fu Panda 4 co-branded promotional campaign, while streamlining influencer compensation and DTC customer experience. Retail shopper and attribution data and basket analysis capabilities have empowered them to optimize their campaigns in real-time, while also identifying strategic brand partnership opportunities.
