11
Retail & CPG
Harris Teeter
Fourteen months across two campaigns, the second a four-month extension
The problem
Build brand awareness for a regional grocer against national competition, and do it at the level of individual products rather than the banner — while pulling shoppers who were already loyal to somebody else.
What we did
The first campaign carried Harris Teeter’s “My Hometown” initiative, advertising 25 individual brands stocked by the chain — Perdue, Snyders, Lance, HT Organic and Cheerwine among them — with display creative built per brand and served into designated zip codes. Alongside it ran competitive conquesting and geofencing, serving ads to Whole Foods, Trader Joe’s, WalMart, Ralph’s and Earth Fare shoppers.
The result
11,630,500 impressions and 17,929 clicks across the fourteen months. The brand lift from the first flight is what bought the second: Harris Teeter came back for a further four months at increased spend, and the second campaign was built on what the first one taught us.
- Digital display
- Per-brand creative
- Zip-code targeting
- Competitive conquesting
- Geofencing
Vertical Retail & Consumer