CHALLENGE

The Yogurt category in Profi declined by 3%, while shoppers remained attached to traditional Greek yogurt formats. Lactalis needed ZUZU Divin, its new drinking Greek yogurt, to quickly generate trial and repeat purchase by converting curiosity into real sales.

SOLUTION

ZUZU Divin activated a stock-aware omnichannel retail media campaign to connect promotion visibility with real purchase opportunities.

Footprints AI enabled:

·      Omnichannel activation: Consistent messaging across in-store screens and radio, app and website placements and email.

·      Stock-aware delivery: Media ran only when ZUZU Divin products were available on shelf.

·      Close-to-purchase promotion: A 25% discount was amplified at the moment of decision to drive trial.

RESULTS

The campaign delivered strong commercial performance across Profi’s national network:

·     +34% sales uplift on Hero SKUs

·     15X ROAS

·     Basket incidence growth despite a declining category: +69% vs September and +50% vs October

·      Sales targets exceeded, even with reduced store presence for some SKUs.

Download the full case study to see how retail media helped ZUZU Divin drive trial and measurable growth in a declining category.

‍