More Than the Free Unit: How a 2+1 Promo Drove Portfolio-Wide Growth

Challenge

In the plant-based drinks category, encouraging shoppers to purchase multiple units rather than a single carton is a significant commercial challenge. A 2+1 promotion can create an incentive to stock up, but promotional volume alone does not prove incremental growth. The brand needed to demonstrate that retail media could influence purchasing behavior, increase sales across its portfolio and compare campaign-store results with a matched group of non-activated stores.

Solution

Together with Footprints AI’s Retail Media Network, the brand activated a seven-day omnichannel campaign across Eurocash, combining in-store digital screens with mobile app, website and push notification placements. The activation connected the buy-two-get-one-free mechanic with everyday coffee, breakfast and replenishment occasions, encouraging shoppers to add more units to their baskets. A matched control group of non-activated stores enabled performance to be measured across retail banners, providing a reported campaign-versus-control comparison across retail banners.

Results

The case study reports these campaign-versus-control results:

+43% hero-SKU volume growth in campaign stores, compared with +23% in control stores.
Portfolio-wide growth, with non-promoted SKUs also outperforming control stores.
810 free third units distributed through the 2+1 mechanic, demonstrating promotional uptake.
15.9% of hero-SKU volume in Delikatesy Centrum came from the free third unit.
1.37x reported iROAS.

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The reported comparison shows stronger promoted-SKU and wider-portfolio performance in campaign stores. The source describes matched controls, but does not explicitly confirm that control stores ran the identical promotion or publish the calculation inputs for iROAS. The results should therefore be read as reported campaign-versus-control outcomes, not independently certified media-only incrementality.

Download the original English case study for the 2+1 mechanic, reported campaign-versus-control volume comparisons and wider-portfolio results across Eurocash.

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