Walkers Personalised Value Campaign with Ocado Ads nominated for Retail Media X award

The campaign was born from Walkers’ objective to reconnect with consumers, enhance brand relevance, and firmly associate the iconic crisp brand with value. In a competitive market, the challenge was to deliver a message that resonated deeply and drove tangible results. The answer lay in a data-led, omnichannel approach that put the customer at the heart of the strategy.

A Personalised Path to Purchase

The core of the campaign was the intelligent use of Ocado’s rich first-party data. We identified and segmented Walkers customers into three distinct groups:

• Light Buyers: Customers in the bottom 25% of annual spend on Walkers, who received a £1 off coupon.
• Lapsed Buyers: Customers who hadn’t purchased Walkers in the last 90 days but had in the past year, also receiving a £1 off coupon.
• Category Buyers: Regular customers of the wider crisps category, who were offered a £0.80 off coupon.

These tailored coupon values were then delivered seamlessly across multiple touchpoints. Onsite, shoppers encountered personalised display search banners and checkout walk banners. Offsite, the campaign extended its reach through Meta Paid Social Ads, where we successfully mapped these specific customer segments to deliver the corresponding personalised coupon values. This integrated approach ensured a connected and highly personalised customer experience. A control group that saw the campaign without a personalised promotion was also established to accurately measure the impact.

Delivering Exceptional Results

The impact of this meticulously planned campaign was nothing short of remarkable, exceeding ambitious objectives. The campaign delivered significant uplifts across key metrics:

• Soaring Sales: Sales of featured Walkers SKUs skyrocketed by an incredible +33.25% period-over-period (PoP). The entire Walkers Crisps range on Ocado also saw a substantial sales increase of +24.97% PoP.
• Outstanding Return on Ad Spend (ROAS): The campaign achieved a phenomenal ROAS of 1023% with an incremental ROAS of 204%, demonstrating exceptional efficiency and a significant volume of incremental cash sales.
• Growing the Customer Base: Walkers saw a +22% PoP expansion in its customer base.
• Winning Back and Welcoming New Customers: Sales from reactivated customers for featured SKUs surged by +44% PoP. Even more impressively, the campaign attracted new-to-brand customers, with sales from this segment for featured SKUs up by a staggering +177% PoP.
• Strong Offsite Engagement: The Meta campaign alone generated over 4.2 million impressions with a strong unique Click-Through Rate (CTR) of 4%, indicating efficient ad delivery and high engagement driven by the coupon mechanic.

Coupon redemption analysis further validated the strategy. For instance, Light Walkers Buyers saw a 66% overall sales uplift, while Lapsed Walkers Buyers were 3.72 times more likely to repurchase with their £1 coupon.

Jo White, Retail Media Lead at PepsiCo, stated, “The Ocado Ads x Walkers coupon campaign significantly exceeded expectations, delivering great results and ranking among PepsiCo’s top performing coupon campaigns to date”. Jack Johnson, Head of Retail Media & Data at Ocado Retail, added that the campaign exemplified how Ocado’s first-party data allows them to “engage customers on Ocado.com and beyond, fueling awareness and traffic on a range of touchpoints”.

This nomination for Effective Use of Retail Media is a proud moment. It underscores the power of combining rich first-party data with a thoughtful, omnichannel strategy and strong collaboration to deliver personalised experiences that benefit brands and customers alike. We look forward to continuing to push the boundaries of retail media innovation.