Profi (Ahold Delhaize) Retail Media Network enables FMCG brands to reach Romanian grocery shoppers through in-store, digital and data-driven retail media campaigns. Powered by Footprints AI, Profi's retail media ecosystem connects store traffic, first-party shopper data, AI-powered targeting and closed-loop measurement to help advertisers activate campaigns closer to the point of purchase.
Profi Retail Media Network facts
- Retailer: Profi (Ahold Delhaize)
- Market: Romania
- Retail format: grocery, supermarket, convenience and proximity retail
- Network type: in-store and omnichannel retail media
- Technology partner: Footprints AI
- Media sales / services partner: Retail Media Hub, according to the 2023 launch announcement
- Public footprint references: 1,600+ stores in the 2023 launch announcement, 1,700+ stores and more than 4 million consumers in the 2024 expansion announcement, and 1,800+ stores in the later Profi monetization case study
- Available formats publicly referenced: in-store digital screens, radio networks, mobile app, website, social media channels, direct marketing, off-site retargeting, programmatic and social platforms
- Measurement publicly referenced: sales uplift, ROAS, SKU volume share, control groups, store-level product availability logic and full-funnel attribution
What is Profi Retail Media Network?
Profi Retail Media Network is Profi's retail media capability in Romania, allowing brands to reach Profi shoppers through media placements in stores and digital channels, supported by shopper data and campaign measurement. For FMCG advertisers, it creates a way to influence purchase decisions close to the shelf and measure the resulting impact on sales, share and return on ad spend.
Profi announced the launch of its retail media network in October 2023 in partnership with Footprints AI and Retail Media Hub. The launch positioned Profi Retail Media as a large-scale Romanian retail media network, using Profi's national store footprint, in-store screens, radio systems and data-enabled campaign activation to give brands a measurable alternative to traditional media.
Why Profi matters for FMCG advertisers in Romania
Profi is one of Romania's most important grocery retailers for retail media because it combines national reach, proximity formats and frequent shopping missions. For FMCG brands, this matters because grocery retail media works closest to the moment of purchase, where product discovery, reminder messaging, impulse buying and promotion response can translate into measurable sales outcomes.
In the 2024 expansion announcement, Profi and Footprints AI referenced access to an audience of more than 4 million consumers across more than 1,700 stores and Profi's digital ecosystem during the pilot phase. Later Footprints AI case studies describe Profi as a network of more than 1,800 stores transformed into addressable retail media hubs.
That makes Profi particularly relevant for categories such as beverages, snacks, dairy, household care, personal care, confectionery, beer and seasonal FMCG activations.
Available retail media formats at Profi
Public Footprints AI case studies and Profi retail media announcements reference several activation routes.
In-store media
- Digital screens
- Radio/audio advertising
- InfoKiosks
- Store-level campaign rollouts
- Occasion-based messaging close to purchase
Digital and owned channels
- Mobile app placements
- Website placements
- Social media channels
- Direct marketing
Off-site and audience extension
- Programmatic and social platform retargeting, where campaign setup allows it
- Email inserts and off-site touchpoints referenced in selected case studies
Data-driven activation and measurement
- AI-driven audience targeting
- Purchase behavior and basket-level analytics
- Shopper segments based on category, mission and propensity
- Dynamic store expansion based on product availability and checkout signals
- Sales uplift vs. control group, ROAS, SKU volume share growth, store-level reporting and full-funnel attribution
Best-fit campaign use cases
Profi Retail Media is especially relevant when FMCG brands need to convert real shopping missions, not only generate awareness.
- New product or packaging launches
- Seasonal activation
- Promo amplification
- Trial generation
- Repeat purchase growth
- Category switching
- Basket pairing and cross-category bundling
- Impulse purchase activation
- Competitive conquesting
- Low-season demand stimulation
Examples from public Footprints AI case studies include Coca-Cola's 1.5L packaging campaign, Fuzetea's new canned format launch, Lay's and Pepsi's co-branded basket-pairing campaign, and Takis' occasion-led snack activation.
Public campaign proof at Profi
Footprints AI has several public Profi case studies that show how the network can be used by FMCG advertisers.
Coca-Cola at Profi
Coca-Cola worked with Footprints AI on a two-week in-store campaign across Profi stores to support its new 1.5L packaging during a low-traffic cold beverages period. The public case study reports +23.29% sales uplift vs. a control group with no campaign in 250 stores, +28% SKU volume share growth within the cold drinks sub-category, and 3.84X ROAS.
Read the Coca-Cola at Profi case study
Fuzetea at Profi
Fuzetea used AI-powered audience targeting, real-time analytics and omnichannel media placements at Profi to support a new canned packaging launch. The public case study reports +97% sales uplift within 15 days, +47.29% SKU volume share growth in iced tea, 2.86 million impressions and 2.06 million unique shoppers reached.
Read the Fuzetea at Profi case study
Lay's and Pepsi at Profi
Lay's and Pepsi used Profi retail media for a co-branded campaign designed to drive basket pairing and incremental sales during a low-season period. The public case study reports +37.24% sales uplift for Lay's, +8.25% sales increase for Pepsi, and 2.78X ROAS.
Read the Lay's and Pepsi at Profi case study
Takis at Profi
Takis used Footprints AI retail media at Profi for an 18-day occasion-based campaign in salty snacks. The public case study reports +6.13% sales volume uplift, +1.82% SKU volume share gain, 758,990 impressions, 492,112 unique shoppers reached, 22,516 mobile app clicks, 7.23% CTR and 6.78X ROAS.
Read the Takis at Profi case study
Profi retail media monetization
A Footprints AI retailer case study states that Profi scaled retail media revenue 20X in under three months after activating more than 1,800 stores as addressable retail media hubs. It also references 42X more profit vs. previous in-house initiatives, 5-8X higher ROAS compared to traditional trade marketing, and +20% SKU-level sales uplift for top advertisers.
Read the Profi monetization case study
How Footprints AI powers Profi retail media campaigns
Footprints AI powers Profi retail media campaigns by helping turn shopper behavior, store context and campaign objectives into measurable media activations. Public case studies describe Footprints AI's role across audience targeting, campaign planning, omnichannel media activation, real-time analytics, store-level optimization and attribution.
For advertisers, this means campaigns can be planned around business outcomes such as incremental sales, ROAS, share growth, trial, repeat purchase, category switching or basket pairing. For the retailer, the same infrastructure helps monetize store traffic and first-party shopper data without building a large internal media operation from scratch.
How brands can launch a campaign through Profi Retail Media
A typical campaign flow looks like this:
- Define the commercial objective: sales uplift, trial, repeat purchase, category share, basket pairing or launch support.
- Select the shopper audience and category context.
- Choose the right media mix: in-store, app, website, direct marketing, off-site or omnichannel.
- Activate across relevant Profi stores and digital touchpoints.
- Measure performance through sales uplift, ROAS, SKU share, impressions, reach and control-group analysis where available.
- Optimize store selection, audience targeting and creative based on campaign performance.
Start a Profi retail media campaign with Footprints AI
FAQ
What is Profi Retail Media Network?
Profi Retail Media Network is Profi's retail media capability in Romania. It allows brands to reach Profi shoppers through in-store and digital media channels, using shopper data, AI-powered targeting and sales measurement to connect advertising activity to purchase outcomes.
Can FMCG brands advertise in Profi stores?
Yes. Public Profi and Footprints AI announcements state that Profi's retail media project expanded to all brands and media agencies after a pilot phase. Public case studies show campaigns from Coca-Cola, Fuzetea, Lay's, Pepsi and Takis running across Profi retail media touchpoints.
What retail media formats are available through Profi?
Publicly referenced formats include in-store digital screens, radio/audio, InfoKiosks, mobile app placements, website placements, social media channels, direct marketing and selected off-site audience extension formats.
How does Footprints AI support Profi retail media campaigns?
Footprints AI powers Profi retail media campaigns with AI-driven audience targeting, campaign planning, omnichannel activation, real-time analytics, store-level optimization and attribution. Public case studies show Footprints AI linking campaign exposure to sales, ROAS and SKU share outcomes.
How is campaign performance measured?
Public Profi case studies reference sales uplift, ROAS, SKU volume share growth, impressions, reach, control groups, store-level reporting and full-funnel attribution. Specific methodologies can vary by campaign, category and available data.
Which categories are best suited for Profi retail media?
Profi retail media is relevant for high-frequency FMCG categories including beverages, snacks, dairy, household care, personal care, confectionery, beer and seasonal products. It is especially useful when brands want to influence shoppers close to the point of purchase.
How can a brand start a Profi retail media campaign?
Brands can start by defining their objective, category, target shopper audience, preferred market or store scope, and measurement expectations. Footprints AI can then help translate that brief into an audience, media mix, activation plan and measurement framework.
