Global snack brand sees Super Bowl-sized growth with omnichannel incrementality
Feeding consumer engagement and sales with innovative retail media strategies
THE CUSTOMER
Global snack food brand
A worldwide leader in frozen breakfast products, cereals and snacks that has been delighting hungry customers with an array of food brands for more than 100 years.
THE CHALLENGE
Competing with Walmart grocery sales
With Walmart dominating the grocery space and category challenges, including stiff competition and consumer preference to purchase food in stores, this brand’s Amazon growth was under threat.
THE SOLUTION
Omnichannel retail media innovation
The brand embarked on a groundbreaking retail media approach to grow sales on Amazon, investing significantly in upper-funnel media through retail partners for the first time.
Upper-funnel tactics:
- Built Amazon Premium Audiences & AMC retargeting audiences
- Created overlapping custom audiences based on product views & in-market behaviors
- Expanded reach with a broad target audience to build awareness & consideration
- Leveraged multiple Amazon channels to unlock incremental reach
Full-funnel integration: The brand implemented a comprehensive marketing strategy using streaming TV with Super Bowl creative, supported by a robust demand-side platform campaign and sponsored search.
Retail media integration: The brand adapted national media assets to fit its retail media marketing, ensuring a seamless transition from online to offline engagement.
THE RESULTS
Setting a new standard for retail media strategy
- Reach: Engaged 1.2MM unique users
- 46% of target audience reached only via online video (OLV) were incremental to streaming TV (STV)
- 54% of target audience reached only via streaming TV were incremental to OLV
- Purchase lift: Significant increase in new-to-brand rates & overall product movement
- Enhanced performance: Combining TV ads & sponsored search led to notable improvements in brand recall & favorability
- Consideration increase: Exposure to multiple ad types led to a 405% increase in consideration, including:
- Search & display + STV: +5.41x purchase consideration
- Search & display + OLV: +4.7x purchase consideration
Ready to revolutionize your retail media strategy?
