Inside Chubby Snacks' Sales Funnel: From Awareness to Advocacy

Chubby Snacks is a DTC (Direct-to-Consumer) food brand that redefines the classic peanut butter and jelly sandwich with plant-based, gluten-free, and low-sugar ingredients. In 2022, they raised $3.25 million in capital from a roster of CPG founders and institutions to gear up for their upcoming launch nationwide.Their target audience consists of health-conscious consumers and busy individuals seeking healthier, convenient snacks.

Below is an in-depth look at their user journey, covering each stage of the funnel and suggested snapshots to visually support the analysis. Below is the sales funnel visualization that outlines the key stages of Chubby Snacks’ customer journey. This funnel represents the entire process from attracting new customers to turning them into brand advocates. Each stage in the funnel focuses on distinct actions and strategies designed to move customers down the pipeline—from initial awareness to long-term advocacy.

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Top of Funnel (TOFU): Building Brand Awareness

Social Media Marketing

Chubby Snacks leverages Instagram and TikTok to engage its health-conscious audience with visually appealing content that highlights its product's benefits, such as low sugar and high protein. These platforms allow the brand to showcase not only the nutritional benefits but also fun, behind-the-scenes content, enhancing relatability and driving engagement.

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Influencer Partnerships

The brand collaborates with nutritionists, fitness influencers, and lifestyle bloggers who share product reviews and how they incorporate Chubby Snacks into their daily routines. These authentic recommendations build trust and credibility among their audiences.

PR and Media Coverage

Chubby Snacks’ disruptive approach to the peanut butter and jelly sandwich has gained media attention from outlets like Forbes and Baking Business, further driving awareness through earned media. These articles emphasize the brand’s mission and how it competes with industry giants​.

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Middle of Funnel (MOFU): Driving Consideration

Email Marketing

‍To nurture potential customers, Chubby Snacks uses lead capture forms on their website, offering discounts for first-time buyers in exchange for email sign-ups. Once captured, the brand sends tailored emails with product information, promotions, and nutritional details, moving users closer to purchase.

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Website Experience (CRO)

‍Chubby Snacks’ website offers a clean, user-friendly experience. Their product pages include detailed nutritional information, clear product images, and customer reviews. The website is optimized to showcase the health benefits and convenience of the sandwiches, making it easy for customers to make informed decisions. Their homepage drives 80% of organic traffic, mainly from branded keywords, demonstrating strong brand presence. With a limited product range, bundling works effectively to boost AOV (Average Order Value).

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Bottom of Funnel (BOFU): Converting Leads

Seamless Checkout Process

Chubby Snacks ensures a frictionless checkout process by offering multiple payment methods, such as Apple Pay and Google Pay. They also offer free shipping on orders over a certain amount, encouraging larger purchases and higher conversion rates.

‍Subscription Model‍

The brand encourages recurring purchases by offering a subscription model where customers can receive regular deliveries at a discounted price. This not only boosts conversions but also increases customer retention.

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Post-Purchase Experience: Retaining Customers

Personalized Post-Purchase Emails

‍Chubby Snacks keeps customers engaged through post-purchase emails that thank them for their order, provide product care instructions (e.g., storage details), and suggest complementary products for their next purchase.

SMS Updates

‍Chubby Snacks leverages SMS notifications not just for order updates but also as a channel for ongoing communication, including promotional offers, reminders for loyalty points, and exclusive product announcements. These notifications keep customers engaged, informed, and connected with the brand at every stage of the journey, enhancing both the post-purchase experience and overall brand loyalty.

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Loyalty Programs

Chubby Snacks offers a loyalty program where customers can earn rewards for repeat purchases and social media engagement. Their current offer, allowing customers to try Chubby Snacks for just $3, encourages participation in the loyalty program, building long-term relationships with consumers.

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Advocacy: Turning Customers into Advocates

User-Generated Content (UGC)

‍Chubby Snacks encourages satisfied customers to share their experiences on social media using branded hashtags, offering them incentives through referral programs. This UGC creates authentic endorsements and helps spread brand awareness organically.

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Referral Programs

‍The referral program rewards customers who introduce new buyers to Chubby Snacks, turning satisfied customers into brand advocates. Referrals are a key part of the advocacy strategy, helping to drive new business at a lower cost.

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Conclusion

Chubby Snacks has effectively optimized its full funnel journey by utilizing social media for top-of-funnel awareness, offering a user-friendly website for consideration, and providing seamless checkout and post-purchase experiences to retain customers. Their approach not only fosters immediate conversions but also builds long-term loyalty, turning customers into advocates who help sustain organic growth.