Acquiring new customers to the frozen pizza category with 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.

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 Optimum^TM 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.

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.