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Spreading brand success

How the Philadelphia team acquired 28% more New-to-Brand orders on Walmart through daily Shelf Intelligent Media optimizations

Philadelphia Logo

Challenge

The Kraft Heinz Company reported a loss in cream cheese market share in 1H ‘23 for Philadelphia, the category leader. Knowing that on average, 1 of 5 competitor products are out-of-stock daily, the brand saw an opportunity to regain share from competitors if they could capture new brand buyers on Walmart.

Solution

Philadelphia's team used Profitero’s Shelf Intelligent Media integration with Pacvue to automatically increase budgets when competitors were out-of-stock. When Shelf Intelligent Media was live, campaigns stayed for 2 hours longer on average and return on ad spend increased 12%.

Results

By partnering with Profitero and Pacvue, the Philadelphia team was able to boost New-to-Brand orders by 28% on Walmart. They also saw +5% increase in paid share of voice on the most frequently searched keywords and were able to lift ad-attributed sales by 25%.





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+28%

Increase in New-to-Brand orders
Illustration of a person holding a notebook computer with data flowing from its screen.

+25%

Higher ad-attributed sales
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+5%

Paid SOV on the most frequently searched category keyword

"By partnering closely with Pacvue & Profitero, we were able to unlock immediate value for Philadelphia utilizing Digital Shelf Signals. This is just the beginning and we are very excited to continue being first-to-market with similar initiatives!"

Ben Guidos, KraftHeinz

Ben Guidos

Sr. Manager, Performance & Retail Media

KraftHeinz

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