Spreading Success on Back-to-School Campaigns with J.M. Smucker's Jif Peanut Butter Brand

Jif Peanut Butter brand wanted to improve customer loyalty and reach more customers

Brand

Jif Peanut Butter

Campaign Date

Jul 23 – Aug 31, 2023

Goals

Build brand awareness

Acquire new customers

Challenge

Back-to-school season is a priority for the Jif Peanut Butter brand and parent company, The J.M. Smucker Company.

This year, J.M. Smucker wanted to explore new tactics alongside its existing investment to reach new buyers and encourage existing customers to purchase more.

Solution

J.M. Smucker decided to layer Walmart Connect retargeting solutions on its advertising strategies.

Starting with Homepage Feature and Walmart Onsite Display to drive awareness and discovery, the advertiser expanded to include Walmart Offsite Display and Pinterest ads to help close the loop and inspire sales.

Strategy

J.M. Smucker were eager to test new Walmart Connect retargeting capabilities to promote its Jif Peanut Butter brand during the back-to-school season.

Offsite retargeting complemented existing campaign strategies aimed at reaching new buyers and inspiring Jif’s existing base to buy more.

Due to the success of the initial test, J.M. Smucker decided to activate offsite retargeting for other brands in its portfolio and is considering using it as part of its always-on promotional strategy.

The tactics

Walmart Connect onsite and offsite tactics were sandwiched together using the following ingredients to create a high-performing back-to-school campaign:

Onsite

via Homepage feature and Walmart Onsite Display

Offsite

via Walmart DSP and Pinterest

Big Wins

17 % Higher transaction rate with retargeting tactics

33 % Higher new-buyer rate than Jif’s 2022 back-to-school campaign

17 % Increase in higher revenue per mille than Jif’s standard campaign tactics

48 % Increase in ROAS compared to non-seasonal campaigns run by the same advertiser

Sources: *Walmart first-party data, Jul. 3-Aug. 31, 2023. *Walmart first-party data, Sep. 13-Oct. 12, 2022 vs Jul. 3-Aug. 31, 2023. *Walmart first-party data, Jul. 3-Aug. 31, 2023 vs Jan. 9-Mar 16, 2023.

These materials are provided pursuant to the parties' confidentiality agreement and are considered Walmart confidential and proprietary information and may not be disclosed or further distributed without Walmart's express consent. Past results do not guarantee future performance.

Key takeaways

Retargeting Capabilities

Walmart Connect’s retargeting capabilities can strengthen a full-funnel campaign strategy by closing the loop on existing exposure from Walmart Onsite Display ads.

Moments Planning

Planning around seasonal moments, such as Back to School, help drive additional sales by capitalizing on heightened customer demand during specific times of year.

Revenue Measuring

Measuring revenue per mille vs. CPM or ROAS can be a more accurate way to measure the impact of retargeting approaches.

Offsite Retargeting

Offsite retargeting can help drive retention and acquisition, especially when layered with dynamic creative optimization which surfaces the most relevant products to each shopper.