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Industry
Consumer Packaged Goods (CPG)
Objective
A familiar comfort-food brand needed to broaden the appeal of its new protein-packed pasta, turning product awareness into consumer demand and measurable sales.
Results
A DOOH campaign combining gym screens with POI-targeted urban panels near grocery stores connected the brand with consumers in relevant settings, from workouts to shopping trips.
Key Product
Demand-Side Platform (DSP), Vistar Creative Studio
The secret ingredient to retail success
A familiar pantry staple was ready to flex. With a new protein-packed pasta, a comfort food mainstay had an opportunity to broaden its appeal and bring a fresh twist to a household classic. But winning over a new audience would take more than a new recipe. The real test would come at checkout, when consumer curiosity needed to translate into measurable sales.
Rather than leaving discovery to the grocery aisle, the brand teamed up with Vistar Media to put its new pasta on the radar of the right consumers, using digital out-of-home (DOOH) to show up when protein was top of mind.
A new way to fuel up
Gym screens offered an unexpected but fitting backdrop for the brand's latest launch. By bringing the campaign into fitness environments, the brand could highlight its protein-packed offering in a setting where the added benefit felt especially relevant. The placements helped give a pantry staple a new role, positioning it as an option for fitness-minded consumers looking to fuel up after a workout.
Getting closer to the cart
To extend the campaign beyond the gym, the brand leveraged point-of-interest (POI) targeting to activate urban panels within 250 feet of grocery stores. These placements brought the message one step closer to the shopping cart, giving consumers another reason to put the new pasta on their list.
A classic with extra muscle
The creative built on the familiarity of the original product, giving a well-known favorite a protein-powered twist. With support from Vistar's Creative Studio, static and video assets brought that message to life across different screen sizes and formats, ensuring every placement pulled its weight.
A lift worth flexing
The pasta’s nutritional profile wasn’t the only thing getting a boost. From growing consumer interest to stronger sales, the campaign gave the brand plenty to show for its latest launch.
A brand lift study by MFour found gains across all three core brand metrics:
- +2% lift in awareness
- +6% lift in consideration
- +12% lift in purchase intent
The receipts backed it up, with a sales lift study from ABCS Insights revealing just how much the campaign delivered at checkout:
- +17.75% lift in average sales per household (4X the category norm)
- +13.42% lift in household penetration
The boost extended beyond the new launch, too. The brand's broader portfolio saw a 3.94% lift in average sales per household, with halo products generating a 20.24x return on ad spend.
Together, the results showed how DOOH could connect the dots between product discovery and purchase, helping a household name find new ways to grow.