Snack-time turned out to be the main event for Mondelez this Big Game season
Walmart Connect’s products, partner solutions and creator-led storytelling came together to deliver a winning play for Mondelez.
The challenge
Heading into the Big Game season, Mondelez faced rising competition in the snacks category.
While OREO and Ritz are household names, the brand needed to strengthen their relevance with today’s digital and social media-savvy customers, especially millennials, to remain top of mind during game day party planning moments.
Goals
They set out to reach Walmart customers during their snack planning moments, increase sales, acquire new buyers and improve their return on ad spend.
What they did
The brand launched Big Game at Walmart, an omnichannel initiative that combined creator-led storytelling with data-driven media activation.
They focused on engaging meaningfully with Walmart customers through Offsite Display solutions, for which they engaged Inmar Intelligence, a Tech Partner within the Walmart Connect Partner Network.
Strategy
Stories drew new buyers in, snacks won them over.
Mondelez began by developing their strategy using Walmart first-party data and social listening data.
Creator-led content
Their creator-led content focused on trends related to bite-sized and easily shareable Super Bowl appetizers. It was designed to increase purchase frequency among existing customers through Snackadium and encourage trial of the newly launched Ritz Toasted Crisps.
The content helped engage customers through game-day recipes and creative ways to style and serve snacks, featuring OREO and Ritz.
Offsite Media campaigns
Mondelez launched Offsite Media campaigns featuring the rich media-based creator content. A variety of media formats, including Instagram Reels, Stories and photos, were used.
A member of the Walmart Connect Partner Network, Inmar Intelligence, helped identify well-matched creators using their creator selection technology, Commerce Fitscore™. Their Creator Extension tool helped repurpose top-performing content, which was then added to Walmart DSP ad units. This helped the brand reach Walmart customers throughout their path to purchase.
Big wins
Incremental sales
Total estimated ad-attributed sales
ROAS: Offsite Display
Sources: Walmart first-party data. Dec. 30, 2024-Feb. 10, 2025.
Key takeaways
Data-led strategies help achieve set goals
Walmart’s first-party data, combined with other data sources like social listening, helps guide effective campaign strategies.
Align channel selection with audience behavior
Offsite Display and Offsite Media solutions help advertisers reach customers beyond Walmart’s platforms which can improve outcomes like ROAS and sales.
Look beyond branded content
Campaigns linked to cultural moments and creator-led storytelling can boost engagement and attract new buyers.
"Walmart Connect’s Offsite Media capabilities were instrumental in driving full-funnel impact for Mondelez during the Big Game. Walmart’s first-party data , combined with Inmar’s commerce-fit creator strategy, helped us find creators who authentically connected with customers. Walmart DSP helped us maximize this impact, delivering best-in-class execution that connected inspiration with conversion in a data-driven way."
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