Albertsons Media Collective and Campbells set out to create a meaningful, memorable and impactful holiday campaign that directly aligns with the values of the Campbells brand and the Albertsons "Sincerely" brand marketing campaign.

Albertsons Media Collective developed a 360-degree connected commerce program that brings digital and in-store together to increase Campbells brand awareness through inspiring content rooted in holiday recipes, entertaining and classic Campbells products that have become holiday staples over the years.

While the collaborative campaign's key objectives were to drive brand awareness, product sales and positive return on ad spend, it also served as a "proof of concept" program that sought to prove out how powerful a full, omni-channel connected commerce campaign can be for the brand and retailer.

The "Sincerely, Your Holiday Favorites" campaign paired the Albertsons Companies brand look and feel with Campbells top selling holiday products across categories to create relevant and inspiring solutions for shoppers. Content took a three prong approach, highlighting the key elements of the holiday season. "Your Holiday Favorites" creative showcased a full product portfolio. "Your Holiday Snacks" creative featured fun, playful recipes while the "Your Best Sides" creative focuses on solution-oriented side dishes using pantry staples.

The campaign's creative goal was to truly inspire meal and entertaining solutions for consumers by creating a sense of nostalgia through a combination of lifestyle imagery and product stills. Exclusive recipes and engaging video and static content inspired consumers to be reintroduced to the joys of cooking, food and tradition during the holiday season. By creating an emotional connection with shoppers, the hope is to drive brand loyalty and repeat purchases.

Campbells and Albertsons Media Collective built an omni-channel marketing campaign rooted in seasonal merchandising, amplified through digital marketing. Strategy began with robust data gathering of seasonal trends, brand best practices, and key audience insights. After identifying top selling products and key content themes, unique custom audiences were created leveraging first party data.

As the social leader in entertaining and seasonal planning, Pinterest was the perfect fit for this campaign. Targeting strategy included first-party Campbells brand shoppers and keyword targeting around hosting and party planning to drive contextual relevance.

Complementing the reach and scale on Pinterest, Offsite Display prioritized high value category shoppers who purchased recently, frequently, and at high spend. Active brand purchaser audiences were included to maximize sales and drive loyalty.

The campaign also had a large on-site presence including full page takeovers to drive reach and brand awareness, timed strategically around major holiday moments like Thanksgiving and Christmas.

Planning of this campaign began 6 months before launch with an in-person collaborative working session that outlined key growth KPIs and established a content vision centered on the holiday season and the Campbells brand. The execution of the program required seamless cross-functional collaboration across 6+ teams and 5 platforms. The Albertsons Media Collective Team and partners built the campaign in platform and audiences were sent securely through a Liveramp clean room partnership.

"Sincerely, Your Holiday Favorites" was a national execution across 8+ store banners and more than 2,200 retail locations featuring placements in stores, web via DV360, Pinterest, and on Albertsons.com and other owned channels. The campaign launched on November 6, 2023 and ran through Thanksgiving and key December holidays including Christmas, ending on December 26, 2023.

The omni-channel campaign drove 20.5 million impressions across all digital channels, resulting in a $10.30 overall campaign ROAS. The multichannel approach promoting total portfolio proved successful for Campbells, exceeding benchmarks across each channel. The campaign outperformed internal channel benchmarks by 200% (225% onsite ROAS, 197% offsite ROAS, 323% offsite CVR, 504% Pinterest ROAS, 314% Pinterest ER).

The "Sincerely, Your Holiday Favorites" program also succeeded in sustaining loyal brand buyers, attracting new-to-brand buyers, and driving purchases from lapsed brand buyers. Plus, products featured in Display and Pinterest creative outperformed annual year over year retail growth rate at Albertsons for the duration of the campaign by +314bps.