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Albertsons gives CPG brands a digital lift

APM targeted media arm turns in strong results

More than a year after launching a targeted marketing service, Albertsons Cos. is seeing the new business hit the mark.

Boise, Idaho-based Albertsons and partner Quotient Technology Inc. said Thursday that Albertsons Performance Media (APM) is providing consumer packaged goods (CPG) manufacturers as much as two times more return on their advertising spending versus industry benchmarks set by Nielsen.

Albertsons_Performance_Media_online_shopper.pngAPM launched in January 2018 in tandem with digital promotions and analytics specialist Quotient. Albertsons’ exclusive digital media platform partner, Mountain View, Calif.-based Quotient targets millions of shoppers via social media, the grocer’s digital properties and major third-party publishers.

According to Karen Sales, vice president of national and shopper marketing at Albertsons, APM has executed 300 campaigns for 150 CPG companies. The retailer brings an extensive market reach, with nearly 2,300 stores in 34 states and the District of Columbia under such banners as Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen and Carrs.

“Albertsons Performance Media has quickly grown into a powerful way for brands to connect with their loyal shoppers on major campaigns that drive significant sales,” Sales said in a statement. “We’ve been able to target the right shoppers at the right time and in the right digital places. It has exceeded our expectations.”

Among CPGs that have benefited are beverage and food giant PepsiCo. Over the summer, Pepsi kicked off The Pepsi Generations Summer Music Campaign, which featured limited-edition retro cans. APM connected locally relevant Pepsi music assets with shoppers across Albertsons Cos.’ 13 divisions and 20 retail banners. As a result of the initiative, sales outperformed the rest of the grocery channel during the five-week promotion, Albertsons and Quotient reported.

“Our Pepsi summer campaign was a huge success in reaching the right shoppers, driving sales, and exceeding all of our engagement benchmarks,” stated Stacey Nachtaler, shopper marketing director at PepsiCo. “Albertsons Performance Media has been a seamless digital solution for Pepsi, running smart, efficient campaigns that garner results. We’re already working with Albertsons and Quotient on additional campaigns.”

APM also has leveraged the capabilities of Ahalogy, an influencer marketing firm acquired in June 2018 by Quotient that specializes in delivering premium content across social media for CPG brands.

Aided by Ahalogy’s expertise, APM over several months delivered 21 influencer campaigns with 13 brands and four national campaigns, producing over 200 million targeted and verified impressions; activated targeted social campaigns across Facebook, Instagram, Snapchat and Pinterest; and reached 270 million impressions, 3 million engagements and 700,000 clicks.

General Mills enlisted the services of APM and Ahalogy and APM when introducing Oui Petites, a new yogurt product under Oui By Yoplait brand that comes packaged in petite glass pots. According to Ed Madden, sales director for General Mills, the influencer network, relevant and premium content, and targeted paid media plan brought by Ahalogy and APM played a key role.

“The campaign helped boost engagement and inspire new usage occasions,” Madden reported. “Our campaign exceeded our brand’s impression goal, and we had an impressive click-through rate to the Albertsons banner coupon page from our influencer content.”

Quotient added that, with its recent acquisition of United Kingdom-based Elevaate, it’s also helping Albertsons implement sponsored search and product ad placements to help CPG brands lift their products higher on the “digital shelf” when consumers search Albertsons Cos. banner store sites.

“The past year has been a tremendous success for Quotient and Albertsons Cos. as we continued innovating CPG marketing by connecting shoppers to the most relevant media and offers,” commented Chad Summe, chief operating officer of Quotient. “2019 looks to be an exciting year for CPGs wanting to grow their brands through Albertsons Performance Media.”

Other Quotient food, drug and mass retailer partners include Kroger, Ahold Delhaize USA, Southeastern Grocers, Giant Eagle, Dollar General, CVS and Walgreens.

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