With the evolution of full-funnel retail media capabilities, Kellanova saw an opportunity to expand its approach beyond performance marketing. While its investment with Walmart Connect had traditionally focused on lower-funnel tactics, the Kellanova team set out to test how a full-funnel strategy could strengthen brand storytelling and drive results across the customer journey.

With a strong creative platform already in place—centered on "Cheezmergencies," those irresistible snack cravings only Cheez-Its can solve—Kellanova partnered with Walmart Connect to bring the idea to life. 

The collaboration took center stage at POSSIBLE 2025, where Walmart Connect’s SVP of Retail Media Sales Ryan Mayward, Kellanova CMO Julie Bowerman, and Digitas Chief Media Officer Megan Jones unpacked how full-funnel retail media can deliver both brand impact and business outcomes.

Here are some top takeaways: 

The funnel isn’t dead

"The funnel isn’t dead. It’s not broken. It’s just fluid," said Megan Jones. Today’s customer journey demands thinking beyond upper versus lower funnel. Successful strategies work across the ecosystem—from awareness to conversion.

Retail media’s full-funnel potential has arrived

"[Walmart Connect] is kind of a one-stop shop for us from a media standpoint, which creates a lot of opportunity," said Julie Bowerman. "We can go from broad reach to performance. There are really not many places we can do something like this." Walmart Connect helped Kellanova connect each step of the customer journey, creating connections onsite and offsite and meeting customers where they were during "Cheezmergencies."

More omni touchpoints leads to bigger impact

"The more touchpoints a brand uses to communicate with Walmart customers, the more products they will sell," said Ryan Mayward. A strong omnichannel media mix helps brands influence behaviors and reach customers that aren’t actively searching for their product, brand or category.

Retail media is a growth driver 

"Every brand kind of longs for new to brand. That's the whole way to drive growth," said Megan Jones. "The fact an established brand still had opportunity for household penetration, to be added to baskets, [and] to have multiple occasions where you're buying Cheez-Its, to see this kind of increase was pretty significant. We just don't see that typically." The Cheezmergency campaign proved retail media can drive for growth for established brands.

It’s not just about who you bring to the table; it’s also the mindset  

"We're able to sit in the room with all the key players across our side, your side and at Kellanova, and really talk about how tackling that ultimate objective can be accomplished," said Megan Jones. "That's a completely different way of planning. I think the results that we got from this program really do show what the path forward needs to be." Brand and shopper budgets have historically been planned in siloes, but the Cheezmergency campaign demonstrated the importance of an integrated approach.

Retail media plays a growing role in marketing planning 

"We're in the upfront planning process. We're allocating budgets for 2026 now. Retail media is in that mix of conversation," said Julie Bowerman. "It's probably the first year that's happening." As retail media continues to demonstrate value, marketers are evaluating its role in the marketing mix.  

Watch the full panel below. Curious about our suite of full-funnel solutions? Learn more here or reach out to learn more.