Challenge
Easter is a peak period for chocolate and sweet confectionery, but also one of the most competitive. Mondelez had secured a strong Easter activation with Profi for Milka and Poiana, yet the mechanic needed to be visible at shelf, in-app and online to convert shopper attention into measurable growth. The challenge was not just to run a seasonal activation, but to make sure the commercial deal translated into real shopper action.
Solution
Together with Footprints AI’s Retail Media Network, Mondelez activated Milka across Profi’s in-store and digital touchpoints. Digital screens and radio kept the Easter prize mechanic visible close to shelf, while mobile app and website display ads reinforced it during planning and browsing. The “Easter Bunny Hiding Season” narrative linked Milka naturally to gifting, family gatherings and seasonal baskets, while the participation flow remained simple: buy, scan in the Profi app, play the next day, win.
Results
The campaign delivered standout performance, proving how retail media can amplify a commercial activation at shopper level:
- +114.02% uplift in volume
- +78.02% uplift in value
- +59.92% uplift in basket incidence
- +94.20% uplift in volume share
- 4.13x ROAS
By synchronizing commercial activation with shopper-facing execution, Milka not only lifted sales during Easter, but also significantly expanded its presence in Profi baskets and across the wider sweet confectionery categories.
Download the full case study to see how retail media helped Milka turn an Easter commercial activation into measurable sales growth, stronger basket incidence and category share gains inside Profi.
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