Mondelez Marries CTV With QR Codes for Integrated Nabisco Campaign
Mondelez International ran a successful connected TV (CTV) campaign during the fall football season.
The goal of the campaign was to increase awareness of the Nabisco portfolio during the season and drive purchases through an add-to-cart shopping experience at Walmart, according to Mondelez’s Emily Curry, director of omnichannel marketing and activation – Walmart. The campaign ran in 2024 from mid-August through mid-October.
To attract new customers and streamline the path to purchase, Mondelez sought a solution that could seamlessly integrate advertising with e-commerce functionality, according to a media release.
The campaign was “conceptualized and executed” by ad tech company and media marketplace Kargo and leveraged SmartCommerce's Click2Cart technology and Attain's measurement capabilities, per the release.
The CTV ads communicated an “Elevate your snacking playbook” message above a QR code, which led to Walmart.com and automatically added the featured Nabisco products to a customer's cart. The ad creative also touted Nabisco’s sponsorship as the Official Crackers and Cookies of the NCAA.
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The campaign ran across all Kargo sites and channels for display and CTV, including MAX, Paramount and NBC Sports, using VideoByte (VBX), Kargo’s CTV ad server, Kargo told P2PI. The media mix included:
- High-impact display ads
- Glass (CTV home screen placements)
- In-pod enhanced CTV ads (ads placed within regular ad breaks on streaming content)
The approach combined Kargo’s creative and SmartCommerce’s Click2Cart technology — enabling viewers to shop directly from the ad — with Attain’s real-time measurement capabilities and insights into campaign effectiveness.
The Results
The snack giant’s campaign delivered conversions 10 times higher than CTV industry benchmarks and drove a 12% increase in new buyers, according to the release.
“This campaign proves that CTV advertising is not just about brand awareness — it’s a direct driver of measurable sales,” Billie Hirsh, vice president, marketing, at Kargo, said in the release.
“We delivered an end-to-end solution that not only engaged viewers but also translated into significant purchase behavior," she said.
This article first appeared on the site of sister publication P2PI.
