Leading Australian Foodservice and Grocery Brand Achieves 5.8x ROAS with Coles Online
The Challenge
The key challenge was to expand reach beyond organic search through product promoted SKUs. The main objectives were to amplify visibility, broaden audience engagement, and drive sales beyond the brand’s core category on retailer platforms, while combating the highly cometitive bakery brands or bread products.
The Solution
The company partnered with Epsilon Retail Media to leverage the category cross-sell placement. Strategically placing boosted SKUs in Level 2 aisles encourages shoppers to explore related cross-category products, a key tactic for driving category penetration. Since these customers are already in a ‘shopping mindset,’ they are more likely to be interested in similar, contextually relevant offerings.
The Epsilon Retail Media platform offered placements across all the target cross-sell categories such as deli meats, fruit, jams, honey and spreads, sauces, vegetables and packaged water.
“This campaign was a perfect example of the value in being visible in adjacent categories, raising awareness and brand presence in environments where unprompted consideration may be low.”
Gavin McColl - Solutions Manager - Coles 360
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