A leading snack food brand was experiencing declining sales following a sourcing challenge that impacted consumer trust. Once-loyal shoppers had quietly disengaged, making broad-reach tactics increasingly inefficient at a time when relevance mattered most.

At the same moment, a national Made in Canada movement was gaining traction, influencing how shoppers evaluated brands, values, and purchase decisions. The opportunity wasn’t just to drive awareness, it was to reconnect with the right customers using a message that aligned with what Canadians were actively seeking. The brand needed a way to identify lapsed customers, re-engage them with credibility, and do so efficiently.

The brand made a deliberate shift away from broad awareness-led tactics toward a precision re-engagement strategy anchored in real shopper behaviour.

Working closely with the brand’s media agency partner, the team used Audience Hub, Loblaw Advance’s self-serve audience platform, to identify customers who had previously purchased but had since lapsed. The platform is built on privacy-safe first-party data from the PC Optimum^TM program, and enables brands and their agencies to identify, build, and activate high-value audiences based on real shopper behaviour.

Using Audience Hub, the agency could build precise audience segments and activate them across key offsite channels as part of a tightly aligned omnichannel strategy, ensuring consistent, relevant messaging across the shopper journey.

Timing proved to be a key driver of impact. As consumer interest in Made in Canada increased, the campaign leaned into local sourcing and values led messaging to rebuild trust, credibility and transparency with high-intent shoppers. The ongoing collaboration between the brand, agency, and platform kept the strategy focused, flexible, and informed by real data throughout execution.

The result was a campaign designed not for scale alone, but for precision, successfully reconnecting with lapsed, high-intent shoppers at the moments that mattered most.

More than 400,000 lapsed customers were successfully re-engaged, driving a 19.8% lift in conversion among shoppers who had disengaged from the brand. This targeted reactivation delivered $602K in attributed core sales and $4.7M in total attributed sales, demonstrating the power of precise re-engagement over broad reach. The focused strategy also delivered strong efficiency, achieving 5x core ROAS and 39x combined ROAS across channels.

Reactivating lapsed customers doesn’t require starting over, it requires listening more closely. By combining self-serve first-party data, strong agency collaboration, and timely, values-led messaging, the brand turned a moment of risk into a measurable growth opportunity. Audience Hub made it possible to move quickly, stay focused, and rebuild trust with the customers who mattered most.

Get in touch with us to see how Audience Hub and first-party data can help you build smarter, more effective campaigns in collaboration with your agency partners.