GOAL: INCREASE LOCALIZED AWARENESS OF A NEW READY-TO-DRINK PRODUCT IN KROGER SUPERMARKETS.
The Challenge:
Launching the first paid media campaign for a new-to-market alcoholic beverage. The brand experienced heightened in-store competition due to a limited product line and store distribution. Their long-term goal to expand shelf presence through improving sales and ROAS started with building product recognition.
The Strategy:
Left Hand Agency leveraged “Kroger Precision Marketing” data and audience insights to create a targeted programmatic display campaign on The Trade Desk, driving new product awareness and prompting purchase consideration.
THE RESULTS: THE CAMPAIGN REACHED 1.1M+ HOUSEHOLDS, DROVE IMMEDIATE POST-LAUNCH SALES LIFT, AND IDENTIFIED HIGH-PERFORMING KROGER AUDIENCES TO SCALE.
Performance:
1.1M+
New households reached—supporting initial awareness
Drove immediate product sales after campaign launch
Defined relevant, high-performing Kroger audiences based on sales feedback
Channel Used:
Programmatic Display
The Conclusion:
By leading with awareness, our programmatic plan maximized unique-household reach across key markets—and delivered immediate sales impact. The campaign surfaced key insights, including high-value audiences and placements, that now inform a scalable roadmap for sustained awareness and revenue growth.