CHALLENGE
The yogurt category in the Profi retail chain recorded a 3% decline, while consumers continued to prefer traditional Greek yogurt formats. Lactalis needed ZUZU Divin, its new drinkable Greek yogurt, to quickly generate trial and repeat purchases, converting curiosity into real sales.
SOLUTION
ZUZU Divin activated an omnichannel Retail Media campaign with stock monitoring to connect promotional visibility with real purchase opportunities.
AI capabilities:
· Omnichannel activation: consistent messaging across in-store screens, radio, apps, website, and email.
· Stock-based delivery: media was served only when ZUZU Divin products were available on shelves.
· Purchase-proximity promotion: a 25% discount was highlighted at the moment of decision to encourage trial.
RESULTS
The campaign delivered strong commercial performance across Profi’s national network:
· 34% increase in sales of key SKUs
· 15x higher ROAS
· Basket incidence growth despite a declining category: +69% compared to September and +50% compared to October
· Sales targets exceeded, even with reduced store availability for some SKUs.
Download the full case study to see how Retail Media helped ZUZU Divin drive trial and measurable growth in a declining category.
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