How to Pace Your Marketing Budget for a New Food Product
For a new retail food product, research shows that a simple even-spread or a single "blitz" is not optimal. The winning strategy is a dynamic, front-loaded **Pulsing Model** to maximize awareness, drive trial, and secure loyalty.
The Key to a Strong Start
65%
of the 5-week budget should be invested in the first two weeks.
This heavy initial investment is crucial to break through market clutter, achieve effective frequency, and drive the all-important first purchase. [9, 10]
Spreading the budget evenly (20% each week) creates low-level background noise. It fails to generate the initial impact needed to build awareness from zero and risks being completely ignored by consumers. [6]
Spending 100% in Week 1 ignores ad wearout and the recency effect. For a frequently purchased food item, the message is forgotten by the time consumers are ready to make a repeat purchase in later weeks. [7, 11]
This hybrid model starts with a powerful blitz to build awareness, then uses smaller, strategic pulses to sustain momentum, fight ad fatigue, and drive repeat purchases when it matters most. [2, 5, 7]
Heavy Initial Pulse
Achieves Effective Frequency to build awareness. [9, 10]
Later, Smaller Pulses
Capitalize on Recency for just-in-time influence. [11]
A launch must first ensure enough people see the ad multiple times to remember it (Effective Frequency). Then, it must remind them right before they shop (Recency). The pulsing model does both.
High-Intensity Ad Burst
Captures attention but leads to wearout. [8]
Strategic Lull (Lower Spend)
Restores ad quality, making it feel "new" again. [7]
Constant advertising annoys consumers. Strategic pauses "recharge" the ad's effectiveness, making subsequent pulses more impactful and delivering a better return on investment.
Week 1
40%
of Budget
Objective: Maximize Awareness & Drive Trial
Achieve mass reach and break through market clutter with a high-impact blitz.
Week 2
25%
of Budget
Objective: Sustain Momentum & Capture Data
Reinforce the message and start building a high-intent audience for retargeting.
Week 3
15%
of Budget
Objective: Drive In-Store Conversion
Convert awareness into sales at the point of purchase and encourage the first repeat buy.
Week 4
10%
of Budget
Objective: Encourage Loyalty
Nurture early buyers, build community, and drive repeat purchases.
Week 5
10%+
of Budget
Objective: Optimize & Final Push
React to data. Double down on what works or deploy a strong promotional offer to end with momentum. [33, 45]
With a 70-80% failure rate for new CPG products, a meticulously planned and impactful launch is not optional—it's essential for survival. [14]
86%
of CPG sales come from shoppers who engage both online and in-store.
🛒 ↔️ 💻
Your strategy must be present across all channels, from social media discovery to the physical shelf. [20, 25]