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case study
Market share touchdown with Kraft Heinz
With the right budget and ads, Kraft Heinz scored big with a seasonal campaign designed for awareness and sales
Opportunity
In fall 2023, Kraft Heinz wanted to increase sales of brands associated with tailgating and test various channels to deliver their brand message to new and existing customers. They were ready to commit a robust budget to achieve these goals.
Goals
- Awareness
- Incremental sales
- New buyers
Solution
Happy Footballiday, a program with multiple tactics and formats designed give Walmart customers a reason to gather for every game of the season and use Kraft Heinz brands when hosting parties.
Strategy
Together, we used robust targeting and tested a variety of ad types to help reach a broad range of customers at scale.
Walmart Onsite Display
Walmart Connect used Walmart’s first-party data for broad, medium and precision targeting to help capture new and loyal customers.
Offsite Media
Eager to test various offsite formats, Kraft Heinz for the first time used self-serve Walmart DSP to execute audio and video campaigns.
Custom Brand Page
All media sent customers to a Happy Footballiday landing page on Walmart site and app to help customers discover and buy hero products.
Big wins
MM
Impressions
$
ROAS
%
New buyers
Source: Walmart first-party data, Sep. 1–Nov. 15, 2023. New buyers results are from Offsite Display only.
Key takeaways
- Walmart Connect can help plan and execute campaigns designed to deliver incrementally at scale.
- A budget that supports a variety of tactics can help advertisers maintain and grow market share at Walmart.
- Walmart Connect can help build a coordinated campaign across all channels to help improve efficiency and effectiveness.
- Consider using Walmart Onsite Display and offsite media to inspire brand discovery and product trial, which could help boost sales.
- Walmart DSP targeting at scale can help advertisers build custom offsite audiences designed to engage and convert new buyers.
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