Challenge
Serving up awareness and scoring conversions
Babybel, a beloved snack brand known for its iconic red wax-coated cheese, has long been a staple in lunchboxes and snack drawers worldwide. For the 2024 Summer of Sports—a season packed with global sporting events and an increased focus on healthier snacking—Babybel wanted to position Babybel Light as the ultimate go-to snack for sports enthusiasts.
To achieve this, Babybel aimed to drive awareness and consideration for Babybel Light among sports-conscious shoppers and increase sales on ASDA, one of the UK’s leading retailers.
Solution
A full-funnel game plan for engaging snackers
To help Babybel achieve its goals, Criteo developed a full-funnel retail media strategy, leveraging both offsite and onsite solutions to engage shoppers at every stage of their journey.
- To maximize awareness offsite, Criteo recommended IAB display formats powered by ASDA audiences to ensure scale. By tapping into ASDA’s rich first-party data, Babybel was able to reach lapsed Babybel shoppers, cheese snack purchasers, and sports nutrition & wellness shoppers at ASDA.
- Once shoppers landed on ASDA’s site, the goal was to keep Babybel top of mind and encourage further exploration. To achieve this, Criteo implemented onsite display ads, strategically placed within relevant categories such as Sports Nutrition, Sports Fitness Accessories, Cheese, and Snacking to reinforce the connection between Babybel Light and an active, on-the-go lifestyle.
- Finally, to boost conversion closest to the point of sale, Babybel leveraged Sponsored Products ads on its top SKUs. This allowed the brand to capture high-intent shoppers already browsing ASDA for snacks and dairy products.
Results
Onsite + offsite = Babybel’s winning formula
By integrating both offsite and onsite strategies, Babybel achieved outstanding performance compared to running onsite activity alone.
Compared to running just onsite campaigns, the strategy generated a +77% conversion rate, a +81% revenue per user for shoppers, and a +46% clickthrough rate when combining offsite and onsite exposure.
