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SENSOR TOWER · SENSOR TOWER · OCTOBER 2024
Retail Media Monthly: How Supermarkets Captured Back-to-School Shoppers
From classroom supplies to lunchbox favorites, advertising on Retail Media helped establish supermarkets as back-to-school shopping destinations. Explore how advertisers tapped into the key shopping season and which grocers executed the most robust campaigns.
Supermarkets Promoted Back-to-School Messaging
In August, supermarkets rallied behind back-to-school messaging, promoting everything from food for lunchboxes to cleaning supplies for classrooms. Kroger executed the largest BTS campaign (58M impressions), led by advertising from Crayola and Hillshire Farm. At Fred Meyer, a Kroger-owned chain, Crayola partnered with lifestyle influencers to showcase back-to-school shopping hauls.
At Meijer, Nearly One-Quarter of All Impressions Promoted BTS
Among supermarkets, no one placed a greater emphasis on back-to-school messaging than Meijer. At Meijer, an impressive 24% of total August impressions featured a back-to-school message. Notably, while Kroger executed the largest volume of BTS impressions (58M), the campaign represented only 6% of their total August activity.
Meijer’s Back-to-School Effort was Led by Box Tops For Education
Meijer’s BTS campaign featured 55 different products in August, led by Box Tops for Education, Lunchables, and Sharpie. Meijer’s channel strategy relied heavily on social media, with 67% of impressions running on Facebook and 32% on Instagram. Box Tops for Education ran a special promotion at Meijer, offering “40 Bonus Box Tops” with the purchase of four participating products.
Lunchables Embraced a Multi-Retailer Strategy
In August, Lunchables ran back-to-school ads at more supermarkets than any other brand (4). Interestingly, their messaging was considerably different by retailer, ranging from an engagement-focused “Taste Some Play” campaign on Kroger’s Facebook to a low-price “Back-to-School Sale” on Hy-Vee’s YouTube. At Kroger, Lunchables turned to OffSite Display to promote their new “Dunkables” product line.
Are you ready to see how your competitors are investing in retail media networks? Pathmatics by Sensor Tower Retail Media Insights provides marketers with complete visibility into the co-branded digital advertising ecosystem and retail media networks. This monthly highlight provides only a small sample of the potential insights and use cases.
Want to see more retail media supermarket insights?
Check out our ebook below: Supermarket Strategies for Success. Unlocking Growth Through Retail Media.
