Media On, Media Off, Media On: How Caroli Proved Retail Media’s Incremental Value in Profi

Challenge

Raffle mechanics are common in FMCG and easy for shoppers to overlook. Caroli needed retail media to do more than announce a prize: it had to turn the promotion into actual participation, drive sales during a naturally strong summer grilling season and, crucially, prove that growth came from media rather than seasonality alone.

Solution

Together with Footprints AI’s Retail Media Network, Caroli built a two-flight activation around its national Profi raffle. A broad opening flight combined in-store and digital media to build participation quickly, while a targeted closing flight focused on category shoppers and users who had not yet entered. Between the two, a nine-day period with the raffle still live but no media support created a real-world benchmark for measuring the incremental contribution of retail media.

Results

The campaign delivered strong evidence that retail media added incremental value beyond the promotion itself:

Caroli outgrew the category in both flights: +7.31% vs +4.74% in Flight 1 and +11.10% vs +8.30% in Flight 2.
When media stopped, daily sales fell from 16,748 to 15,525 units; when media returned, they recovered to 17,514.
13,689 new-to-brand customers entered the raffle, showing that media recruited new buyers rather than only activating existing ones.
95,497 eligible transactions were generated across the activation.
4.6x iROAS, translating the activation into measurable incremental commercial return.

The nine-day media gap provided something most promotional campaigns cannot: an observed view of what happened when media disappeared while the commercial mechanic stayed unchanged. Sales and category share declined without support and recovered when media returned, providing strong evidence that sustained retail media presence was contributing incremental value beyond the raffle and seasonal demand.

Download the full case study to see how Caroli used a media-on, media-off, media-on design to isolate retail media impact, recruit new buyers and turn a national raffle into measurable incremental growth in Profi.

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