.png?width=750&height=250&name=Header%20for%20TT%20Case%20Study%20HB%20(3).png)
Industry
Consumer Packaged Goods (CPG)
Challenge
A popular cereal brand wanted to make a swift yet strategic entry into programmatic DOOH. That meant finding the right environments and contextual messaging to make the “real honey” message in their creative feel fresh, relevant and impossible to miss.
Results
The campaign achieved its goal of increasing consideration and purchase intent, experiencing the highest lifts among adults aged 35-54 — a crucial demographic for household grocery decision-making.
Key Product
Demand-Side Platform (DSP), Vistar Creative Studio
A popular cereal brand wanted to spotlight the “real honey” used in its cereal and reinforce this message with parents across Canada in a way that felt fresh and engaging. With an omnichannel campaign already in motion, the brand wanted to make a quick and strategic entry into the world of programmatic digital out-of-home (DOOH).
Dripping with creative excellence
Vistar's Creative Studio transformed static digital assets into an immersive visual experience. The centerpiece? A striking animation of golden honey dripping into a bowl of their delicious cereal — an eye-catching detail that was an irresistible cue designed to grab audience attention and reinforce the cereal's signature ingredient.
Pouring the right message in the right bowl
To deepen engagement, Vistar recommended adding contextual advertising to tailor each message to its environment. At hockey arenas the copy tapped into the excitement of game day, at malls it spoke to the shopping mindset and at bus shelters it connected with the routine of commuting. By aligning the creative copy with each environment, the campaign made the “real honey” story feel personal and hyper-relevant, while keeping the brand’s signature ingredient front and center.
Billboards | Malls | Bus shelters | Movie theatres | Sports arenas
Stirring up intent with precision targeting
Beyond eye-catching creatives, the campaign employed smart data-driven tactics to ensure precision and minimize any potential budget waste. To connect with parents at key decision-making moments, the brand activated DOOH screens within 5km of grocery stores and 500m of sports arenas. Additionally, to bridge awareness with intent, they utilized an audience segment from Datonics to connect with parents at decision-making moments.
A campaign that stuck — just like honey
For a brand already well-known in households across Canada, the challenge was making sure the message of “real honey” truly resonated. A brand lift study set out to measure exactly that, and the results show just how strongly the campaign delivered.
- +9% lift in consideration
- +10% lift in purchase intent
- Nearly 50% of exposed consumers recalled the message "made with real honey"
The brand experienced the highest lift in consideration (18%) and purchase intent (25%) among adults aged 35-54, a crucial demographic for household grocery decision-making— demonstrating that the programmatic DOOH campaign effectively reached the right audience at the right moments, driving them further down the purchase funnel.
The takeaway
This campaign demonstrates how venue-specific messaging and precision targeting can elevate an already strong brand story. By tailoring creative to environments where target audiences gather and connecting with them near key purchase locations, the “real honey” message became both timely and memorable.
With Vistar Media’s technology and strategic guidance, the brand transformed a familiar product benefit into a fresh, high-impact narrative — proving that DOOH can sweeten results in any media mix.