Kraft Heinz is the first company in the Netherlands to deploy the new Habits to Home Targeting product from Blis, the location-driven advertising and analytics partner. This activation has resulted in about 1000 incremental supermarket visits in two weeks and resulted in an uplift of 77.19%, more than double the FMCG benchmark. The successful campaign has generated a significant uplift in store visits to Jumbo supermarkets and the Jumbo ecommerce site for the introduction of Karvan Cévitam Signature Blends at the time of COVID-19. The Signature Blends line was successfully launched on the Dutch market earlier this year and contains four delicious, refreshing flavors: lime & mint, rhubarb & strawberry, white grape & four blossom and lemon & orange blossom.
In collaboration with Deli Bom, Senior Strategy & Commerce Consultant at Publicis Commerce, Blis has deployed Habits to Home Targeting to reach audiences that have visited selected Jumbo locations. These audiences and their entire households were retargeted when they were at home, allowing the campaign to reach all decision makers. Deli Bom: “Brands often brief us on sales as a campaign objective. When it’s not possible to get sales data from independent stores, store visits are another way to measure campaign success. COVID-19 allowed us to reach fewer people digitally around the Jumbo supermarkets. The Habits to Home Targeting has helped to convey the right message to the Jumbo shoppers. ”
Read the article on Emerce here
