Retail media has just set a new benchmark and made history. In its first year, the IAB MIXX Awards introduced a Retail Media category, where Footprints AI, together with Intersnack's Chio Chips and retail partner Profi (Ahold Delhaize), won the inaugural award for an omnichannel AI-driven campaign that proved data-driven precision can outperform traditional advertising by a wide margin.
The Winning Retail Media Campaign
"Win and Press Play on Fun": Transforming Every Bag into a Golden Ticket
- Challenge - Cluttered snack aisle, declining engagement.
- Objective - Convert 35% of digital traffic using only 6% of the media budget.
- Concept - Each bag = an instant entry to win UNTOLD VIP festival tickets, iPhone 15s, and MacBooks.
Video: How Retail Media Outperformed the Competition
The Power of Omnichannel Precision
Omnichannel Precision Powered by Footprints AI
- AI fused store transactions, proximity signals, and digital behavior → 100% behavioral profile.
- Real-time optimization targeted DINK and young 30-55 couples, the highest converting segment.
Footprints AI's advanced AI and data fusion capabilities played a critical role in the success of this campaign. By combining in-store transactions, proximity signals, and digital behavior data, the platform was able to create a comprehensive 100% behavioral profile of the target audience. This allowed the campaign to hyper-target the most relevant consumers - in this case, DINK (Dual Income No Kids) and young 30-55 couples, who proved to be the highest converting segment.
Delivering Measurable Results
Results: When Data Drives Relevance, Chips Drive Revenue
- +12% increase in campaign store sales (+9% control).
- 48% of all digital conversions originated from retail media touchpoints.
- 16× ROAS versus traditional channels on only 6% of total spend.
The results of the campaign were nothing short of remarkable. By leveraging Footprints AI's precision targeting and optimization capabilities, the team was able to achieve a remarkable 12% increase in campaign store sales, compared to a 9% increase in the control group. Even more impressively, 48% of all digital conversions originated from the retail media touchpoints, demonstrating the power of this approach. The cherry on top was a staggering 16x ROAS (return on ad spend) compared to traditional channels, all while using only 6% of the total media budget.
The Future of Retail Media
Why This Matters for Brands and Retailers
Retail media closes the loop between attention and transaction. With AI-driven audience segmentation, brands can capture buyers at the exact moment of decision, while retailers create a high-margin revenue stream.
This campaign showcases the transformative potential of retail media, where data-driven precision and relevance can outperform traditional advertising by a wide margin. By fusing in-store and digital data, Footprints AI enabled Intersnack and Profi to reach the right consumers at the right time, leading to a remarkable increase in sales and a staggering return on ad spend.
As the retail media landscape continues to evolve, this award-winning campaign serves as a powerful example of how brands and retailers can collaborate to unlock new levels of performance and revenue. By embracing the power of AI and data-driven precision, the future of retail media looks brighter than ever.
Thank You to Our Partners
A big shout-out to Intersnack for the trust, Profi (Ahold Delhaize) for flawless execution, and the IAB MIXX Jury for recognizing the impact of data-driven retail media.
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Related Reading
- Closed-Loop Measurement: How Retail Media Proves Sales Impact
- How Audience-Based Buying Defines the Future of Retail Media?
- What Makes a Real Retail Media Network? The 4 Pillars Every RMN Needs
Ready to see how this works in practice?
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