Acquiring new customers to the frozen pizza category with PC Pizza
The challenge: Driving new customers to PC Pizza
In the fiercely competitive retail landscape, capturing attention throughout the customer journey is paramount. We were tasked with identifying the most effective media mix to reach and acquire new customers who had not purchased frozen pizza in the past two years, and to do so with maximum efficiency. The objective was to drive new customers into the frozen pizza category by purchasing any item within the category.
The solution: A winning Omnichannel playbook
Recognizing the pivotal role that retail media plays in in influencing purchase decisions, we harnessed the power of a comprehensive omnichannel campaign. The campaign employed a strategic media mix to maximize reach and impact: • Offsite digital ads to build awareness • Onsite website ads to drive consideration • In-store placements to prompt immediate purchases Using purchase history from the PC OptimumTM program, we were able to reach shoppers online that hadn’t purchased frozen pizza in the last two years. This approach ensured we optimized our advertising spend by avoiding customers already buying within the category. Over six weeks, we optimized the media mix for customer acquisition by testing the right blend of OOH, onsite, and offsite ads. Weekly data allowed dynamic budget adjustments, revealing the most optimized media mix.
Results: Unlocking the power of data-driven strategies
By leveraging our precision audience targeting, omnichannel media strategy, and real-time campaign optimization, the campaign exceeded expectations. We achieved a cost per incremental customer acquisition at one-third of the expected cost and successfully attracted new customers to the frozen pizza category, driving long-term sales growth. This data-driven approach provides a blueprint for future campaigns, enabling us to maximize media investments and deliver exceptional results for our brand partners.
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The heat is on: How to connect with Canadian shoppers this summer
Summer in Canada: it's more than just sunshine, blue skies, and long weekends. It's a golden opportunity for brands that understand the unique needs and desires of Canadian shoppers as they embrace the warmer weather. Let's dive into the key consumer trends that will help you connect with Canadian shoppers and drive sales this summer
As routines change and days stretch out, so do consumer priorities. One major shift in consumer behaviour is the rise in online sales during the summer months. From 2023 to 2024, online sales during the summer months grew by 9% (Internal Loblaw data, 2024). This suggests that consumers are increasingly embracing the convenience of online shopping while maximizing their time enjoying the summer weather. Instead of spending precious sunny days in crowded stores, some shoppers may opt to browse and buy from the comfort of their patios, poolside, or even on vacation. This presents a prime opportunity for brands to optimize their online presence and capture a larger share of the market by catering to this desire for seamless, convenient shopping experiences.
This shift towards online shopping during the summer months is just one piece of the puzzle. Let's dive into the broader seasonal trends that are shaping consumer behaviour this summer.
