WITH DIGITAL SHOPPER ACTIVATION +14% SALES-UPLIFT FOR MUTTI
01 December 2024
Mutti is an Italian family business that has been synonymous with exceptional tomato quality for over 120 years. Through close collaboration with local farmers and a commitment to freshness and flavour, Mutti creates products that inspire trust and encourage people to cook time and time again.
TOP PERFORMANCE AT A GLANCE
+ 14%
sales uplift
> 8%
CTR, above the industry benchmark
GOAL
Customer activation in the pre-Christmas period and measurable sales impact
Strengthen brand awareness and tap into 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 peak season in 2024 and awaken their desire to cook with Mutti.
Measure the impact of digital advertising on Mutti store sales using receipt data from retail partners.
STRATEGY
Cross-channel activation throughout the entire customer journey
Precise targeting of target groups with digital advertising formats at moments of purchase decision.
Hyperlocal advertising in the Shopper Network of recipe, shopping list, brochure, 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 material with a focus on Mutti Hero products.
Re-targeting shoppers by sending push notifications in the immediate vicinity of the test stores.
AI-supported optimisation of the campaign and budget allocation to the highest-performing channels and formats.
Measurement of advertising effectiveness over an 8-week period in six test and control markets with different product focuses :
A 4-week test without digital activation is compared to a 4-week test conducted after the start of the advertising campaign, in order to evaluate effectiveness.
RESULTS
Strong shopper activation and significant sales boost
Sales uplift of +14% for selected product groups thanks to digital shopper activation for Muttis Superstar products.
Strong target group activation with a CTR of > 8%, which is significantly above the industry benchmark of 5-6%.
Highly effective target group activation: 5 out of 6 channels above or within the industry benchmark thanks to the combination of digital brochures with moving image formats.
“We owe our increased sales and the success of this efficient retail media campaign, in no small part, to Shopfully’s valuable advertising contacts. We consider Yagora’s independent impact measurement, which is based on retail partners’ checkout data, to be a pioneering approach to retail media marketing in the future. We look forward to continuing our collaboration.” Mareen Deppe, Trade Marketing Managerin, Mutti
The collaboration with Mutti impressively demonstrates how effective digitally activated shopper journeys can be. By combining precise targeting, hyperlocal delivery, and data-driven optimization, we were not only able to achieve strong engagement rates, but also make a clearly demonstrable contribution to sales. We are delighted to be setting new standards in retail media together with Mutti and continuing this success story.” Julia Sontag, Senior Key Account Manager & Strategic Brand Business Consultant Germany, Shopfully
