Strategy and tactics

The brand was interested in shining the spotlight on its Triscuit crackers. At the same time Walmart Connect was running a first-to-market Deli screens ads beta opportunity, designed to reach customers in a highly visited area of Walmart stores: The Deli department.¹

In October 2024, Mondelēz participated in the beta test. They believed these ads could help meet customers’ snacking needs² by pairing items sold in the Deli department of the #1 U.S. retailer.³ They partnered with content creator and influencer Jamila Norman to create messaging that showcased Triscuit as the perfect snack companion, from lunch snacks for kids to vegan snacks for adults to charcuterie boards, and more.  

By running relevant 15-sec video ads, Mondelēz expanded their reach to the Deli departments in Walmart stores, enhancing the shopping experience for our customers. By promoting ingredients for Triscuit’s recipes, the brand inspired customers and encouraged basket building. 

Campaign dates: October 10 - 25, 2024

Key takeaways

• You can help maximize reach and boost incrementality with contextual messaging in the Deli department. 

• If you’re a food brand, you can help increase incremental sales and units sold by reaching customers in their Deli department shopping journey. 

• You can showcase relevant items in the Deli department in short video ad format to help emphasize product freshness and quality, show product close-up shots and include a clear call to action. 

• Your core advertised products could have a halo effect on other items in your catalog; make sure to include those items in your measurement item sets.  

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