Driving conversion by spreading creamy inspiration

How Onsite and Offsite Display combined with TikTok ads helped gain new buyers.

Brand

Kraft Heinz

Campaign Date

Apr 28 – Jun 9, 2025

Goals

Build brand awareness

Boost conversion and sales

Acquire new customers

Challenge

Kraft Heinz needed to expand shoppers’ understanding of Philadelphia Cream Cheese and gain new customers.

Campaign goals

Boost product usage awareness

Acquire new buyers

Drive conversion

Strategy

Full-funnel approach

Combine onsite and offsite solutions to help reach shoppers across the shopping journey.

Inspiration tied to commerce signals

Showcase cooking and baking use cases to help shoppers learn how the product fits their everyday meals.

Performance optimization

Use Walmart first-party data to help balance scale, efficiency and new buyer growth.

Tactics

Onsite Display and Homepage Takeover

Captured high-intent customers at key moments of consideration and purchase.

TikTok ads

Helped expand reach and enhance inspiration earlier in the shopping journey by showcasing use cases.

Offsite Display via Walmart DSP

Extended reach to help boost conversion beyond Walmart’s site and app.

Always-on optimization

Adjusted investment across solutions based on return on ad spend and new buyer performance.

Wins

7.8 %

Display incrementality

22.43 $

Ad-exposed return

23 %

Display new-to-brand buyers

11.38 $

ROAS
TikTok ads only

Source: Walmart first-party data, April 28–June 9, 2025. Display incrementality shows the increase in spend of the test group compared to the control group, driven by onsite and offsite display exposure; new-to-brand buyers reflects the share of shoppers new to Philadelphia Cream Cheese driven by Onsite and Offsite Display campaigns; Ad-exposed return shows the estimated total return on ad spend from Onsite and Offsite Display campaigns; ROAS for TikTok ads only shows the video performance efficiency that supports upper-funnel inspiration and discovery. New-to-brand buyers are shoppers who had not purchased the featured items within the prior 12 months. Past results do not guarantee future performance.

Takeaways

Use lifestyle inspiration to drive conversion

Featuring your products in life settings helps drive stronger shopper engagement and boost sales.

Pair video ads with high-impact placements

Using TikTok Ads and Display, along with a Homepage Takeover, helps reinforce messaging and reach high-intent shoppers.

Use in-flight reports to manage budget

Adjusting investment across ad solutions based on ROAS and new buyer signals helps drive strong overall performance and sales.

“By combining Onsite and Offsite Display with TikTok ads, we delivered impactful storytelling that helped us turn recipe inspiration into real performance.”

Connor Cockrell

Sr. Manager, eCommerce & Customer Marketing

Kraft Heinz

_{Edited for clarity.}