The web page as well as FSIs and other promotional activity also touted a bulk-purchase incentive awarding a $5 e-gift card to shoppers who purchased $15 worth of participating Bob Evans dinner sides between Nov. 16 and Dec. 31. Powered by TPG Rewards, shoppers uploaded a photo of their qualifying receipt to bobevansvirtualcash.com.
Other support spanned retailer circular features, email ads, display ads on retailer websites and search optimization across multiple partners. Plus, Bob Evans teamed with Catalina to offer print coupons as well as promote the campaign and savings via full-motion digital signage from Starlite Media near store entrances in select locations.
“Overall, this campaign highlighted the importance of reaching shoppers using an omnichannel approach,” Fung said, “especially in the refrigerated sides category, [in] which we typically don’t see a lot of shopper marketing activations.”
Note: Members of the Institute can view the full photo audit for this campaign on p2pi.org.
Want more on retail media?
Mark your calendars. On Jan. 27, the Institute is hosting a new, interactive Learning Lab that will guide attendees through the retail media business model and its unique value for brand marketers. Register and get more details on the Retail Media Accelerator course now. Plus, the Institute is also launching the Retail Media Forum, a new event focused on educating the industry about the complex, rapidly evolving landscape of retail media. The forum is scheduled to be held virtually on March 30-31.