In Germany, a Ghostbusters-themed frozen pizza just showed the potential of targeted marketing at the point of purchase: through in-store retail media ads, it saw a 62% sales boost.
A German frozen pizza startup, Gustavo Gusto, reported a 62% sales increase following a retail media campaign. Known for its high-priced, restaurant-quality pizzas, the brand tested retail media for its Ghostbusters-themed pizza, launched alongside the release of Ghostbusters Frozen Empire. The ad, featuring clips from the film, was shown in selected Edeka supermarkets which are marketed by Berlin-based Framen. After two weeks, Framen and Gustavo Gusto measured the sales in these stores and were surprised by the strong results.
According to Framen, the 62% increase was the result of comparing the sales performance between test and control stores. The campaign ran in the test markets but not in the control markets, which had similar demographics, market size, and promotional activities. Maximilian Döppe, in-store TV team leader at Edeka, puts this increase in sales into perspective: “On average, we are talking about a push of 15-25% for good campaigns.” Michael Götz, CMO at Gustavo Gusto, credited the strong result to the ability to reach customers directly at the moment of purchase.
In-store Retail Media is an attractive advertising channel for the Munich-based pizza startup because it provides measurable performance results, which is otherwise difficult for a non-e-commerce brand. The ability to directly measure the success of a retail media campaign in terms of sales is also the key difference to DooH campaigns.
