Lay’s & Pepsi Achieve 2.78X ROAS with AI-Driven Retail Media at Profi (Ahold Delhaize)

To boost joint sales during the off-season, Lay's and Pepsi (two of PepsiCo's leading brands) partnered with Footprints AI to launch a co-branded campaign—"The Heritage"—in Profi (Ahold Delhaize) stores . Leveraging AI- powered audience segmentation, real-time analytics, and a fully omnichannel retail media approach , both brands saw impressive sales increases while reinforcing their category leadership.

Highlights

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Challenge

PepsiCo launched "The Heritage" campaign in February 2025, aiming to boost basket mix and increase sales of Lay's and Pepsi during a traditionally slow period. They needed a strategy that would stimulate impulse purchases, convert shoppers from competing brands, and bring the emotional narrative to life in-store.

Solution

Collaboration with Footprints AI —the largest Retail Media ecosystem in the EEC, with more than 25 million shoppers—: PepsiCo launched:

AI-based audience segmentation : identified co-buying shoppers based on real-time mission-level data and past purchase behavior.
Omnichannel media placements : in-store displays, information kiosks, mobile app ads, and external email inserts reached shoppers at crucial decision moments.
Dynamic inventory segmentation : Store lists are continuously updated based on product availability, ensuring optimal ad delivery without wasted impressions.
Advanced measurement and attribution : SKU sales, basket composition, and mission results were monitored to validate media performance on sales.

Results

Strong incremental growth
- Lay's : 37.24% increase in sales, with a market share that rose to 13.15%.
- Pepsi : +8.25% increase in sales, with a market share that rose 25.61% in a declining category.