Beyond the Hero SKU: How Okocim Used Retail Media to Drive Portfolio-Wide Growth

Challenge

Summer naturally drives beer sales, making it difficult to distinguish genuine campaign impact from seasonal growth. For Okocim, the challenge was to strengthen visibility for Mocna Wiśnia in a crowded, promotion-heavy category while proving that retail media could generate additional sales beyond the summer demand surge. With product distribution varying across retail formats, the campaign also needed a reliable way to measure incremental performance and capture potential growth across the wider Okocim portfolio.

Solution

Together with Footprints AI's Retail Media Network, Okocim activated a 15-day omnichannel campaign across Eurocash, combining in-store digital screens with mobile app, website, push notification and social media placements. The strategy connected the promoted flavor with relevant summer shopping occasions while maintaining brand visibility throughout the shopper journey. Matched control stores enabled performance comparisons across retail formats, while portfolio-level measurement captured the campaign's impact beyond the advertised SKU.

Results

The campaign demonstrated how retail media can generate incremental growth beyond seasonal demand and a single promoted product:

Approximately 11,600 incremental units sold, generating PLN 32,500 in additional sales value across three retail networks.
+32% portfolio growth in Delikatesy Centrum, compared with +20% in control stores.
+42% portfolio growth in ECSP, versus +31% in control stores.
+27% growth in sales value in Duży Ben, compared with +13% in control, using a comparison restricted to stores with reliable product availability.
3.90x ROAS, demonstrating a strong commercial return from the activation.

The campaign showed that retail media can do more than increase visibility for a promoted SKU. By combining omnichannel activation with control-store measurement, Okocim generated additional sales across its wider portfolio and demonstrated measurable commercial value beyond the natural summer category uplift. Product shelf presence also remained elevated during the two weeks following the campaign.

Download the full case study to discover how Okocim used retail media to outperform control stores, generate approximately 11,600 incremental units and drive portfolio-wide growth across Eurocash.