Superior Farms
Seasonal Digital Promotion
Kroger Shopper Marketing
Creative Solutions • Media
Superior Farms wanted to encourage consumers to purchase their lamb through Kroger’s Simple Truth brand. In order to accomplish this, Midan developed a media plan to utilize the power and targeted reach of the Kroger Precision Marketing and Instacart retail media network platforms.
Launched during the fall/winter timeframe, the campaign creative focused on choosing lamb for special occasions and holidays to “celebrate the season.” The promotion included four seasonal lamb items in key targeted cities. Leveraging Kroger Precision Marketing and Instacart’s shopper data, Midan ran product listing ads and on-site placements targeted to prospective customers.
Product Listing Ads (PLA) on Kroger.com and its mobile app drove strong engagement, achieving an 82% overall conversion rate, with Simple Truth Natural Lamb Loin accounting for 75% of those conversions. Targeted onsite ads significantly boosted PLA effectiveness, contributing to a 15x increase in conversions when running together.
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