Full-Funnel Ads Shell Out Big Results for Nut Brand
This advertiser used a mix of our onsite and offsite solutions to launch new, limited-time holiday flavors at Walmart
Challenge
Hormel Foods launched new flavors of its PLANTERS® Brand nuts for the holidays and wanted to increase awareness with Walmart customers hosting seasonal gatherings.
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
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.
The tactics
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:
Enhanced Engagement with Meta Ads
Meta ads and tested Digital Audio helped increase engagement and transaction rates with customers looking for holiday snack inspiration.
Brand Shop Engagement
Brand Shop page engaged with new and past customers as they explored classic and limited-time seasonal product lines.
Big Wins
Source: Walmart first-party data, Nov 1–Dec 31, 2023.
Key takeaways
Omnichannel Approach
An omnichannel approach helps advertisers deliver a consistent experience across platforms and reinforce key messaging at every stage of the shopping journey.
Targeting New Segments
Omnichannel strategies can also help businesses target new customer segments.
Halo Effect of Offers
Advertising limited-time offers can have a halo effect on core product sales.
Boosting with Layered Tactics
Layering new tactics onto older ones can boost performance of older campaigns.
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