Danone Boosts Shopper Marketing Initiative's Growth
Danone North America's Mornings Upgraded Campaign Boosts Sales and Engagement
Danone North America's Mornings Upgraded campaign, a breakfast-themed shopper marketing program, has demonstrated the power of targeted marketing in driving sales and engaging consumers.
The program, which ran from January 1 to February 28, delivered more than 332 million impressions through digital media. It aimed to drive sales for six Danone brands: Silk, International Delight, Oikos, Too Good, Stok, and Light & Fit.
The campaign focused on increasing basket size and encouraging cross-purchases between Danone brands. To achieve this, Danone worked with a Danone dietitian to create custom cross-portfolio recipes for shoppers. The addition of yogurt and plant-based milk alternatives to the basket resulted in a 29% increase in basket size, while adding creamer led to a 42% increase.
The success of the campaign can be attributed to its blend of in-store and online activation strategies. In-store activations included shelf talkers, shelf labels, and custom display coolers. Regional grocers such as Hy-Vee and ShopRite featured custom display coolers as part of the program.
To extend the program's reach and drive stock-up trips, Danone launched a Spend $15, Get $5 national promotion. For online promotion, Danone partnered with Instacart and various retail media networks, including Walmart Connect, Kroger Precision Marketing, Target's Roundel, Albertsons Media Collective, and AD Retail Media (Ahold Delhaize).
The campaign also leveraged partnerships with Acosta, Chicory, Cooler Management, InMarket, and Snipp Interactive to bring the promotion to life. Influencers created breakfast solutions across brands and drove awareness of the promotion on Instagram accounts and TikTok.
The campaign was particularly targeted at health-conscious shoppers, particularly Gen Z and Millennial shoppers who prioritize better-for-you products. Breakfast remains a consistent meal occasion for shoppers who prioritize health and convenience, with 86%-plus of breakfast occasions occurring at home.
The Mornings Upgraded campaign highlights the effectiveness of targeted shopper marketing programs in several key areas. It increased basket size, attracted new customers, and engaged core breakfast buyers. By leveraging consumer psychology and strategic messaging, the campaign was able to increase purchase frequency and volume.
While more detailed quantitative performance metrics specific to the Mornings Upgraded campaign were not provided, the case of Danone's shopper marketing shows that targeted programs can boost sales metrics and strengthen customer relationships. However, precise campaign-specific ROI data was not included in the current search results.
Circana released a list of 2024 New Product Pacesetters in food and nonfood categories, but the Mornings Upgraded campaign was not among them. Despite this, Danone North America's Mornings Upgraded campaign serves as a shining example of the practical effectiveness of targeted shopper marketing in boosting sales metrics and strengthening customer relationships.
[1] Psychological Marketing Insights and Shopper Marketing Strategies
[2] How to Attract New Shoppers with Targeted Marketing
- The Mornings Upgraded campaign by Danone North America, a demonstration of effective psychological marketing, employed targeted strategies towards health-conscious shoppers, particularly Gen Z and Millennials, focusing on lifestyle, food-and-drink, and finance categories, ultimately increasing purchase frequency and engagement.
- In tandem with its success in boosting sales metrics and strengthening customer relationships, the Mornings Upgraded campaign also showcased Business acumen, as Danone leveraged partnerships and promotions across various platforms, such as Instacart and retail media networks, to extend its reach and appeal, thereby attracting new shoppers and expanding in the lifestyle, food-and-drink, and finance market sectors.
