Crisp

B Corp grocery app Crisp delivers fresh, locally sourced products from small-scale producers across the Netherlands. The marketing challenge was to build trust as a premium quality brand while rapidly scaling as a consumer app. TNG has been optimising Crisp's scalable performance and media foundation for nationwide growth since the pre-launch phase in 2018.

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Built a future-proof account foundation
Full-funnel app marketing
Strategic mass-media buying

How we support Crisp

Twee vrouwen bereiden samen een maaltijd met vis en groenten in de keuken

TNG supports Crisp from its initial account structure through to complex omnichannel challenges, with a focus on scale and retention:

A foundation built before launch: TNG founder Luc was already involved with Crisp before its launch in 2018. During that phase, he helped establish the performance marketing foundation: the channel choices, account structure and measurement logic that everything else has since built upon. For a brand scaling from an idea to a nationwide delivery service, those early decisions played a major role in enabling smooth growth later on.

From a solid foundation to complex challenges: That history is exactly why TNG still has a seat at the table with Crisp. We contribute to the more complex questions and optimisation cycles within the performance marketing setup: the areas where surface-level knowledge is not enough, and where history, brand knowledge and a clear understanding of the account structure make the difference.

App marketing: from download to returning customer: Because Crisp is an app rather than a physical store, growth depends on downloads and, just as importantly, on how often people return after their first order. We have contributed here as well, from app-install campaigns across paid channels including Google, Meta and TikTok to optimising Crisp's listings in the App Store and Google Play. Trust is central to a grocery app's proposition, and it starts before the download: reviews, landing pages and app-store screenshots all influence whether someone installs the app.

Media buying for major campaigns: Alongside performance optimisation, TNG supports Crisp with media buying for larger campaigns, both online and offline. We negotiate TV commercials, online video and out-of-home media on Crisp's behalf, covering rates, planning and the final buying strategy. This requires a different approach from performance marketing alone. Performance is built around rapid iteration; major media buying depends on negotiating power, timing and bringing multiple channels together in one coherent campaign.

Strategic buying with an experimental mindset: Over the years, TNG has managed the strategic buying of magazine inserts and direct mail for Crisp several times. Each activation is built around A/B testing: we do not buy media based on gut feeling, but compare variants, measure what works and develop the approach based on the results. This gives an offline channel such as direct mail the same discipline normally expected from paid media.

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