WITH DIGITAL SHOPPER ACTIVATION: INCREASED SALES FOR MUTTI

 

 


CAMPAIGN GOALS IN FOCUS

  • Strengthen brand awareness and reach new target groups with inspiring, creative recipe ideas to increase sales of Mutti products.
  • Activate potential customers before they even enter the store during the pre-Christmas high season and spark their interest in cooking with Mutti.
  • Measure the impact of digital advertising on Mutti’s retail sales using receipt data from trading partners.

IMPLEMENTATION OF THE CAMPAIGN

  • Cross-channel campaign: Precise targeting of audiences with digital advertising formats at moments of purchase decision.
  • Hyperlocal promotion within the Offerista network of recipe, shopping list, flyer, bonus program apps, and special interest platforms in the shopping context, moving image formats on social media platforms (Meta Story, Pinterest Video, YouTube), and programmatic Drive2Store ads.
  • Weekly change of advertising materials focusing on Mutti hero products.
  • Re-targeting shoppers by sending push notifications in the immediate vicinity of the test stores.
  • AI-supported optimization of the campaign and budget allocation to the most performing channels and formats.
  • 8-week advertising effectiveness measurement in six test and control markets with different product focuses:
    4-week test without digital activation compared to 4-week test after the start of the advertising campaign to evaluate effectiveness.

RESULTS WHICH SPEAK FOR THEMSELVES

Sales uplift of > 14% for selected product groups thanks to digital shopper activation for Mutti’s superstar products.
Strong activation: CTR of > 8%, significantly above the industry benchmark of 5-6%.
Highly effective audience activation: 5 out of 6 channels above or within the industry benchmark thanks to the combination of the digital flyer with moving image formats.


“The increase in our sales and the success of this efficient retail media campaign is largely thanks to the valuable advertising contacts from Offerista. We see the independent impact measurement based on the cash register data of the trading partners by Yagora as a pioneering approach for the future of retail media marketing. We look forward to further collaboration.”

(Mareen Deppe, Trade Marketing Managerin, Mutti)