Full-funnel ads shell out big results for nut brand

Opportunity

Hormel Foods launched new flavors of its PLANTERS® Brand nuts for the holidays and wanted to increase awareness with Walmart customers hosting seasonal gatherings.

Goals

Increase awareness,  boost incremental sales,  attract new buyers.

Solution

The advertiser ran an assortment of onsite and offsite ads that offered snackable recipes using PLANTERS® products and linked to those items for purchase at Walmart.

Strategy and tactics

Leading into the 2023 holiday season, Hormel Foods launched new PLANTERS® flavors and wanted to promote  the limited-run items while reminding Walmart customers about the brand’s classic nuts.

The campaign featured holiday recipe ideas using the new flavors and linked viewers to product pages where they could purchase the featured products on the Walmart site and app.

Hormel Foods added social media (via Meta ads),  Digital Audio (via Walmart DSP) and Brand Shop to  its existing Walmart Onsite and Offsite Display,  and Sponsored Search campaigns:

Meta ads and tested Digital Audio helped  increase engagement and transaction rates with customers looking for holiday snack inspiration.

Brand Shop page engaged with new and past customers as they explored classic  and limited-time seasonal product lines.

Campaign dates: November 1 – December 31, 2023

Big wins

Impressions

New brand buyers

Incremental sales lift

ROAS

Source: Walmart first-party data, Nov 1–Dec 31, 2023.

Key takeaways

An omnichannel approach helps advertisers deliver a consistent experience across platforms and reinforce key messaging at every stage of the shopping journey.

Omnichannel strategies can also help businesses target new customer segments.

Advertising limited-time offers can  have a halo effect on core product sales.

Layering new tactics onto older ones can boost performance of older campaigns.

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