Ghirardelli shelfAdz™
In-Store Media Campaign
shelfAdz Tag Media Delivers 11% Incremental Sales Lift for Ghirardelli
Ghirardelli aimed to educate shoppers on how to incorporate melting chocolate into their everyday baking and snacking activities and drive trial and adoption of new Milk SKU. To achieve this, they leveraged shelfAdz in-store media to effectively position melting chocolate as a go-to kitchen staple.
- Communicated baking and dipping usage to educate the shopper
- Featured ‘NEW’ item call-out to spotlight the Milk product alongside visuals of the full portfolio
- Showcased high-quality product shots with a prominent brand logo to reinforce trust and credibility
Campaign Snapshot
Retail Activation: 23-Week Campaign
Timing: June – November 2024
Retailers: National footprint across major grocery
UPCs Featured: (1) Ghirardelli MILK melting wafers
Results
Incremental Sales Lift
11.5%
Projected iROAS
$3+
Notes: Store matching T v C is 1:1 and based on multiple variables including media supported UPC units and $s, total category units and $s, geo location, total store sales, etc.
Incremental sales based on T (stores with shoppers exposed to media) vs C (unexposed) for tagged items.
Incremental Return on Ad Spend (iROAS) reflects total program impact, encompassing both tagged and halo SKUs.
