Mondelēz, PepsiCo, and General Mills Experiment With New Retail Media Formats
Retail media continues its rapid ascent as both CPGs and retailers look to reach consumers in new ways and capitalize on valuable shopper behavior data.
Mondelēz, PepsiCo, and General Mills are at the forefront, testing new retail media formats that go beyond traditional advertising. From tapping audiences through third-party rewards programs to incorporating gamification, these brands are driving brand growth and consumer engagement via interactive, media-focused experiences.
This experimentation comes at a time when retail media is surging in popularity. Vivek Rastogi, senior director, global digital commerce, Colgate-Palmolive recently told CGT audiences that retail media is expected to hit about $55 billion in the U.S. alone this year — four times the size it was four years ago.
Mondelēz Taps Into Rewards Audience
Mondelēz International is testing the retail media waters of a new collaboration between Albertsons Media Collective — Albertsons’ retail media arm — and rewards app Fetch. The company is piloting the program with its Ritz Crackers, Triscuit, and Wheat Thins brands.
The CPG manufacturer will be looking to acquire new-to-brand consumers and drive sales and loyalty through in-app, purchase-based promotions.
Also read: Colgate-Palmolive Bridges Gaps in Complicated Retail Media Landscape
"Today's consumers expect personalized, relevant interactions from their favorite brands, and innovation is key to meet those expectations," said Anne Martin, director of shopper marketing at Mondelēz International. "This collaboration with Fetch and Albertsons opens a new avenue to engage consumers throughout the shopping journey while fostering long-term loyalty. It represents a powerful way to deepen our connection with shoppers and fuel business growth."
The partnership extends the grocery retailer’s media reach, allowing CPGs to target consumers via Fetch, which uses AI and machine learning to automatically allocate advertising funds based on verified purchase data from consumers.
PepsiCo and General Mills Test Gamification
PepsiCo and General Mills are embracing cutting-edge retail media technologies, partnering with Instacart to use new gamification functionality via its Caper Carts.
The AI-powered carts will now allow consumers to participate in interactive mini-games or quests at Schnucks and Wakefern Food retailers to earn rewards and credits, bolstering opportunities for product discovery and personalized experiences.
Experiences will include treasure hunt-themed flash deals where consumers follow a map of the store to unveil promotions, rewards for repeat visits, and credits for coupon clipping. Consumers are alerted to these through lights and sounds from the cart.
General Mills is also participating in new location-based capabilities. For example, when consumers shop in the cereal aisle, they may see promotions for products like Cinnamon Toast Crunch displayed on the cart’s screen.
