How Kellanova turned a Cheez-Mergency into a full-funnel retail media win

Cheez-It aimed to drive brand love and increase household penetration by capitalizing on the irresistibility of the snack. They set out to acquire and win back customers amidst a crowded salty snack market. The brand also wanted to align their media efforts with broader omni-channel activation opportunities.

The brand aimed to maximize sales, drive incremental purchases, acquire new-to-brand buyers and increase their return on ad spend.  

Kellanova worked with the NovaOne team at Publicis Groupe, an Agency Partner within the Walmart Connect Partner Network. Using Walmart first-party data, they adopted an omnichannel approach that included CTV, OLV, Display and Sponsored Search to strategically target Cheez-It customers and broader category shoppers at Walmart. Knowing that customers craving for a snack seek immediate satisfaction, Express Delivery, getting products to customers in as little as an hour, was presented as a solution.

With the evolution of Walmart’s full-funnel retail media capabilities, Kellanova saw an opportunity to expand its approach beyond performance marketing.

While their media investment at Walmart Connect had traditionally focused on lower-funnel tactics, with this campaign, the Kellanova team set out to test how a more comprehensive media strategy could strengthen brand storytelling and deliver results across the customer journey.

Building on the existing creative platform centered on Cheez-Mergencies, those irresistible snack cravings only Cheez-It can solve, the strong idea was brought to life.

The approach showed how an effective omnichannel media mix can influence customer behavior while working alongside a partner with the spirit of being ‘better together.’

The brand used Walmart DSP self-serve to launch CTV ads on Paramount+, complemented by Offsite Display and pre-roll ads. They ran an Onsite Display ad, including a Homepage Feature Gallery Takeover.

They also used Sponsored Search via API, Sponsored Products and Sponsored Brands to help maintain a strong presence in search results and product listings.

Express Delivery was used as a rapid product delivery option, helping turn cravings into purchases through quick and convenient access to Cheez-It products.

Customers exposed to CTV, OLV, Offsite Display, Onsite Display and Sponsored Search ads.

Sources: ¹Walmart first-party data, July 01–Sept. 30, 2024. Ad-exposed customers during a 14-day window prior to conversion. Includes all Sponsored Search, Onsite Display, and Offsite media ads from 26 impact studies across Food & Beverage, Consumables, Entertainment, Toys & Seasonal, and Home & Hardlines categories. Ad spend measured across brands' full product portfolio. ²Walmart first-party data, July 1-Sept 30, 2024. Kellanova internal data, July 1-Sept 30, 2024. New-to-brand is an ad-exposed customer who purchases a brand’s product from Walmart's site or app after not purchasing the brand the previous 12 months.

Adopting these strategies can increase brand growth and engagement, helping advertisers successfully run national campaigns across the entire marketing funnel and achieve incremental sales.