To lean more into the impressive results of their brand refresh in 2022, Sunkist once more tapped their shopper marketing agency partner Cliffedge Marketing (CEM) to lead the charge on developing an effective retail media strategy that would expand upon their healthy and playful messaging and reach and engage more consumers.
Utilizing decades of experience, Cliffedge leveraged multiple Sunkist channels to achieve widespread success across their portfolio of products in 2023. Let’s break down how we squeezed the most value out of our client’s investment.
Retail media has become increasingly vital for CPG brand success, but between communicating with multiple vendors and the time consuming campaign setups, it can also be a frustrating process for CPG brand managers. For Sunkist’s 2023 retail media campaign, they needed CEM’s help to confront the complex challenges ahead and achieve their audacious goals.
Sunkist needed to support sales across multiple products and channels, while also evaluating and choosing the right vendor partners swiftly. To address this, CEM implemented streamlined processes that included:
In one example from the 2023 campaign, Cliffedge needed to promote multiple products and retailers within the same budget. Sunkist’s goal was to (1) support Lemons during a specific holiday and (2) promote various citrus varietals towards the end of peak citrus season. The key performance indicators (KPIs) were focused on achieving high click-through rates (CTRs) and driving add-to-cart metrics.
To address this challenge, CEM identified, briefed and obtained quotes from multiple media partners that met the criteria. These quotes offered different price levels, providing Sunkist with flexibility in allocating their overall budget. With CEM’s experience in retail media, Sunkist was able to quickly identify best options for media partners, saving them time researching. After deliberation, Sunkist decided to move forward with this retail media strategy:
CEM took charge of managing the majority of vendor communication and support, ensuring smooth campaign setup and activation for Sunkist. In the end, this not only saved Sunkist a LOT of time, it also left all of the necessary setup and activation to specialists! Here’s an overview of how CEM efficiently managed the execution of the project:
By taking on the role of an extension of the Sunkist team, CEM ensured the smooth and efficient execution of the campaign. They maintained organization and promptly addressed any questions, proofing or revision needs that arose during the dynamic campaign process. This comprehensive support saved the Sunkist team valuable time and resources.
CEM’s deep understanding of campaign monitoring and management allowed them to act as advocates for the Sunkist team. In one instance, CEM discovered that ads had been served to an inactive coupon link, resulting in an advocacy effort that helped Sunkist receive a credit of approximately $15,000. This issue would not have been caught otherwise without the partnership with CEM. They proactively identified issues and opportunities for improvement.
CEM focused on producing engaging creative content that resonated with consumers while staying within Sunkist’s brand guidelines.
Check out a sampling of creative examples here:
In the end, CEM’s data-driven approach enabled Sunkist to exceed vendor benchmarks and achieve remarkable results.
Campaigns were measured based on two main KPIs, specifically Click Through Rate (CTR) and Add-to-Cart metrics.
Ultimately, Sunkist consistently surpassed vendor benchmarks for various retail media campaigns across a variety of placements. Top performing campaigns included:
These results speak to CEM’s commitment to driving performance and helping their clients overcome the challenges that come with retail media.
If you need to streamline processes, manage execution, enhance creative and boost results, CEM can help your grocery brand overcome challenges and achieve exceptional outcomes in retail media. By partnering with our shopper marketing experts, you can unlock the full potential of your retail media strategies and drive unparalleled success for your CPG brand.
Schedule a free brainstorm session with the specialists at Cliffedge Marketing. Together, we’ll explore innovative strategies tailored to your unique challenges and goals, helping you maximize the power of retail media.