Franz Bakery grows sales and reach with Walmart Connect ads

Opportunity

Franz Bakery, a Northwest regional supplier, sought to stand out in a crowded category. They wanted to enhance awareness and drive digital sales penetration for its affordable, novelty product line, Naked Bread.

Goals

This Walmart supplier sought to influence product consideration, boost conversion and increase regional sales.

Solution

The brand used Onsite Display to boost visibility across relevant categories and Sponsored Products to reach high-intent customers. They also used keyword targeting for complementary items.

Strategy and tactics

Franz Bakery ran a mix of Display and Sponsored Products campaigns.

Their Display ads highlighted the brand’s natural ingredients, transparent production process and delicious, affordable bread. The ad creative used simple backgrounds to help their product visually pop and grab Walmart customers’ attention.

The brand enhanced their reach targeting high-intent customers by designated target areas, including Zip code targeting within key regions across the Northwest U.S.

They applied contextual targeting to find new customers searching similar items like bread and buns. They also layered in keyword targeting to capture customers searching for related items like condiments and pastries.

Campaign dates: October 2024 – January 2025

Franz Bakery Display ad for Naked Organic

Big wins

Return on ad spend

New-to-brand orders, using Sponsored Search

New-to-brand orders, using Display

Source: Walmart first-party data, Oct. 2024–Jan. 2025. Past results do not guarantee future performance.

Key takeaways

For new suppliers looking to grow fast, pairing Sponsored Search with Onsite Display can help capture Walmart customers’ attention and build brand recognition.

New advertisers can reach high-intent Walmart customers with targeting based on their designated areas by region, including Zip code.

Using contextual targeting, new brands can serve their ads to customers searching for similar and/or complementary items.

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