Danone's Growing Reach in Shopper Marketing Events
In the first two months of 2023, Danone North America successfully expanded its reach through a national shopper marketing program titled "Mornings Upgraded." This campaign, aimed at health-conscious shoppers, particularly Gen Z and Millennial consumers, delivered impressive results.
The program, which ran from January 1 to February 28, leveraged AI-driven personalization and shopper journey mapping to engage shoppers across multiple touchpoints. According to P2PI research, 60% or more of brand respondents are embracing retail media strategies that include Retailer DSP ads, on-site display ads, search engine shopping ads, on-site search ads, and social commerce ads.
Danone's focus on health trends like high-protein claims, prominently displayed on packaging, appealed to consumers focused on protein intake and wellness. This approach, reflecting a broader industry trend, helps capture the health-conscious segment.
To extend the program's reach and drive stock-up trips, Danone launched a Spend $15, Get $5 national promotion. The campaign also blended in-store and online activation strategies, including shelf talkers, shelf labels, custom display coolers, promotional web pages or emails for receipt submissions, and influencer-created breakfast solutions across brands.
In-store special product signs hanging from shelves were found to be extremely valuable by 36% of shoppers, according to P2PI research. 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.
Partnerships played a crucial role in the campaign's success. Danone partnered with Instacart and various retail media networks for online promotion. They also worked with partners like Acosta, Chicory, Cooler Management, InMarket, and Snipp Interactive to bring the campaign to life.
The campaign highlights how retailers can drive cross-category purchases and increase basket size by promoting complementary breakfast items. The goal of the campaign was to drive sales for six Danone brands: Silk, International Delight, Oikos, Too Good, Stok, and Light & Fit.
The use of AI to understand consumer needs and identify emerging trends early suggests Danone tailors product innovation and marketing to evolving health-focused shopper behaviors. They combine advanced data analytics with traditional market research for validating product concepts and ensuring campaigns resonate well.
In a survey by 84.51°, Kroger's retail data science, insights, and media arm, 57% of shoppers expressed a desire to receive nutrition information while shopping. This creates opportunities for brands to engage consumers through targeted messaging and educational content.
With more than 332 million impressions through digital media, Danone's "Mornings Upgraded" program successfully boosted basket size, encouraged cross-purchases between Danone brands, and attracted new households. The campaign serves as a prime example of how AI-powered personalized marketing can drive trial and repeat purchases in the breakfast products market.
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