How Hellmann's Expands the Funnel Through Retail Media

At ADWEEK's Commerceweek, the brand shares how a retail media campaign made it a year-round buy

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Critics of retail media have said that the channel reaches customers who would have bought from the advertiser anyway. But at ADWEEK’s Commerceweek, Hellmann’s shared how it has been able to use the channel to expand the funnel.

The mayonnaise brand was looking to achieve two objectives. The first was partnering with retailer Kroger to raise awareness around its initiative to end food waste and stop hunger. Second, one-quarter of Hellmann’s online sales are around eight holidays, such as the Super Bowl and Memorial Day, and the brand wanted to encourage customers to buy Hellmann’s year-round.




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