Partnering for Performance

Download Your Copy Of Our Case Study Today

By completing the form, you agree to DGMN's Privacy Policy.

Executive Summary

DG Media Network (DGMN) partnered with Mondelēz International and Smithfield® to activate a digital media campaign during football’s ‘Big Game’ season. The campaign engaged customers at multiple touchpoints throughout their shopping journey to maximize brand awareness and drive incremental sales during this key sporting season. Additionally, the campaign successfully converted new brand buyers and delivered measurable results, which aligned with campaign objectives.

Brand Background

Mondelēz International

Mondelēz International is a global leader in snacking, with iconic brands like RITZ® and OREO® that are synonymous with football’s ‘Big Game’ gatherings and at-home entertaining. As a category driver in crackers and sweet snacks, Mondelēz International aimed to reinforce its relevance during high-traffic seasonal moments and expand its reach among new-to-brand shoppers.

Smithfield®

Smithfield® is a leading provider of packaged meats, known for its high-quality lunch meats and protein-forward offerings. With ‘Big Game’ season being a peak occasion for party platters and sandwich builds, Smithfield® sought to drive incremental sales and basket-building opportunities through strategic digital engagement.

Challenge and Campaign Objective

The primary objective of the campaign was to support both Mondelēz International and Smithfield® during a key season for both brands through a strategic partnership aligned with their long-term sales goals. In a highly saturated market for food and perishables during the ‘Big Game’ season, DGMN was tasked with overcoming ad fatigue and capturing the attention of ‘Big Game’ shoppers and drive incremental sales for both brands.

Strategy and Execution

The campaign targeted a strategic mix of audiences including brand buyers for both Mondelēz International and Smithfield® as well as category buyers for crackers and lunch meat. To drive incremental sales with new-to-brand buyers, DGMN also included an affinity audience to ensure maximal reach and engagement across all relevant shopper categories.

DGMN recommended a full-funnel media strategy to meet shoppers at various stages of their journey. The campaign ran from January 1st to the ‘Big Game’ Sunday to build awareness and engagement over multiple weeks leading up to the key seasonal moment.

To maximize campaign impact, the media plan included a mix of highly performing tactics such as off-site display, video, and on-site display. Messaging across tactics was tailored to highlight national brand equity and the strong affinity between both brands, emphasizing a clear call to action focused on basket building.

Results

DGMN provided closed-loop reporting to measure campaign performance. The campaign drove a strong $8.29 incremental return on ad spend (iROAS) with a 6% lift in incremental sales. In alignment with campaign objectives, 60.5% of purchases were made by new-to-brand buyers, and 36.8% were made by new-to-category buyers

60.5%

NEW TO BRAND

$8.29

IROAS

36.8%

NEW TO CATEGORY

INCREMENTAL SALES LIFT

Key Takeaways

DG Media Network’s strong suite of media capabilities, along with its continued commitment to delivering results for brands, reinforces its role as a strategic partner helping brands reach and convert high-value shoppers. With access to over 100 million unique customer profiles and a footprint that spans rural, suburban, and urban communities, DGMN enables advertisers to connect with shoppers across America, delivering national reach through an integrated retail marketing ecosystem and measurable sales impact.