From Screen to Basket: How Oyakata Turned One Week of In-Store Attention into Measured Volume

Challenge

Promotions can drive sales, but proving the additional value of retail media is a different challenge. With the same multibuy offer running across all Eurocash stores and the quick-meal category already growing, Oyakata needed to demonstrate that media exposure could generate incremental sales beyond the discount itself. The objective was to turn a seven-day awareness activation into measurable commercial growth while extending its impact across the wider brand portfolio.

Solution

Together with Footprints AI’s Retail Media Network, Ajinomoto activated Oyakata across Eurocash, combining in-store digital screens with mobile app and website placements to reinforce the promotional offer throughout the shopping journey. The campaign focused on shoppers seeking convenient meal solutions, connecting product visibility with immediate and routine purchase occasions. A matched control group of stores running the identical promotion without media support provided the report's same-offer comparison of media-supported and control stores.

Results

The matched-control case study reports these outcomes:

+27pp reported units uplift versus control stores. The source does not specify the aggregation scope or weights for this headline KPI.
+41pp growth advantage in ECSP, with promoted SKUs growing 43% in campaign stores versus 2% in control.
+22pp growth advantage in Delikatesy Centrum, with promoted SKU volumes increasing 36% versus 14% in control.
Portfolio-wide halo effect, with non-promoted SKUs outperforming control by 36pp in ECSP and 16pp in Delikatesy Centrum.
Consistent performance across the Eurocash network, with positive results across Delikatesy Centrum, ABC, Groszek and Euro Sklep.

The matched-control report records stronger growth in activated stores, including products outside the promotion. Because both groups ran the same offer, the comparison is designed to distinguish media support from the promotion itself. The source does not publish the matching variables, sample sizes or uncertainty needed for independent causal certification.

Download the original English case study for Oyakata's reported same-offer control comparisons, banner-level results and wider-portfolio performance across Eurocash.

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