Challenge

The confectionery market is highly competitive, especially during late summer when families prepare for back-to-school and seasonal occasions. Roshen needed Yummi Gummi to stand out in Profi stores and turn its NCP campaign into both greater awareness and incremental sales. The challenge was to reach the right shoppers at scale while also encouraging participation through receipt registration.

Solution

Roshen activated Footprints AI’s Retail Media Network across 328 Profi stores nationwide. The campaign combined:

• Frontage digital screens to build awareness of the NCP campaign at store entry.
• Profi app sponsored posts with personalized targeting based on purchase history:
  • Shoppers who had purchased confectionery but not Yummi Gummi were invited to try the brand.
  • Shoppers who had already bought Yummi Gummi were prompted to register their receipts.

This dual-channel strategy ensured both maximum visibility and message relevance, converting awareness into trial, sales, and participation.

Results

In just 21 days, the campaign delivered impressive growth:

• +26.8% uplift in sales volumes
• +23.8% uplift in sales value
• +28.7% uplift in category volume share
• +25.4% uplift in category value share
• 2.4X ROAS – proving media efficiency
• 26,800 new-to-brand buyers added

The campaign demonstrated how retail media combines brand-building with conversion, making Yummi Gummi a category growth driver in Profi.

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