As flavour innovation accelerates and brands fight harder for shopper attention, the condiment category has never been noisier. For a major CPG organization bringing a new product to market, it was essential to secure the right moments and channels to stand out, build scale, and drive trial.  

By anchoring the campaign with a PC Optimum^TM Takeover, a highly engaging retail media placement, we drove exceptional discovery, engagement, and trial efficiency. 

Launching a new product line in a highly competitive category came with two major barriers: creating awareness for a new to market product and cutting through heavy competition for shopper attention. Breaking through these barriers required an integrated approach that met shoppers where they were already active. 

Our eight-week full-funnel strategy combined offsite media to build broad awareness, onsite placements to influence shoppers browsing within the category, and in-store integration to convert high-intent shoppers at the shelf. A highly impactful PC Optimum^TM takeover amplified scale, visibility, and engagement and accelerated trial for the new condiment line. Shoppers spend 4.4× more time in the PC Optimum^TM app than in other loyalty environments, making it a uniquely powerful platform for accelerating new product adoption. 

The campaign surpassed launch expectations, driving 82K new product trials, 80K shopper interactions, and 15M impressions. The PC Optimum^TM Takeover emerged the standout performer, driving more trials than all other channels combined while representing only 25% of total spend. 

In a single week, it delivered 4.8M impressions and reached over 2M PC Optimum^TM members, rapidly amplifying awareness among a highly engaged loyalty audience. Trial acquisition costs came in 30% below benchmark, a standout result for a new product. 

Strategically investing in a high-impact PC Optimum^TM takeover, supported by a data-driven, omnichannel retail media plan, enabled this brand to break through category noise and launch with strong awareness, exceptional trial, and efficient spend. These results reinforce PC Optimum^TM as a powerful Canadian loyalty platform for new product launches, where scale, engagement, and first-party data come together to deliver measurable sales impact. 

If you’re launching a new product or looking to maximize awareness, trial and conversion, our team can help you build a strategy that delivers conversion, efficiency, and real shopper impact. Get in touch with us today.