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A key driver of incremental sales growth – Cristal’s case by MMD

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Best practices

Best of Retail Media

Partner

MMD (Media Marketing Delhaize)

Categories

DOOH, In-Store, On-Site

Objective Campaign

Cristal chose to enhance its Above-the-Line media plan by adding a Retail Media layer, aiming to strengthen its positioning as a true Belgian Pils. By bridging brand storytelling with in-store proximity, Cristal used Retail Media to reinforce its message at the very moment of purchase decision-making — turning awareness into tangible brand affinity.

Objectives:
  • Strengthen brand awareness by reinforcing Cristal’s image as an authentic Belgian Pils through consistent and impactful visibility across media channels.
  • Drive sales uplift by translating brand engagement into concrete in-store conversions.
  • Maximize promotional impact by supporting a dedicated one-week promotion period, creating urgency and boosting purchase intent throughout the campaign.

Media characteristics

The Cristal campaign was a fully 360° omnichannel activation, combining digital, in-store, and mobile touchpoints.

Key elements included : Push Notifications, Sponsored Products (3 months on category & search pages), Onsite Visibility with bannering on relevant categories and pages, In-store Activations (with impactful visuals for 4 weeks), and a digital OOH campaign located at the entry of our stores. 

This mix ensured a seamless shopper journey, from online discovery to in-store conversion, maximizing brand visibility and sales impact. The campaign was also deployed on Above the line medium (TV + OLV) and had also a SoMe layer.

Reason Best Practise

This campaign shows how retail media can drive measurable business impact. By combining ATL + online, in-store, and mobile touchpoints, Cristal reached shoppers throughout their journey, proving the power of a fully 360° omnichannel approach to increase visibility, engagement, and sales. Working with MMD and research partner Kantar, the initiative used Delhaize’s ecosystem to measure how retail activations influence brand KPIs and purchase behaviour.

Innovation

For the first time in Belgium, the campaign used a dual measurement approach with Kantar, allowing Cristal to quantify both brand lift and sales lift. This innovative method provided a comprehensive view of retail media effectiveness and set a new benchmark for performance-driven campaigns.

Effectiveness
The Results of the Memo2 analyze speak for themselves:
  • +5% additional unique reach, thanks to MMD’s activations, optimizing the cross-media campaign’s coverage. This means that 5% of the target audience was reached exclusively via Retail Media, without any prior exposure to other channels in the campaign. By utilizing Delhaize’s ecosystem, the campaign effectively extended its audience past traditional media, capturing highly engaged shoppers directly at the point of sale and online, thereby reinforcing the impact of the overall cross-media strategy.
  • 74% increase in brand KPIs, demonstrating MMD’s strong contribution to improving Cristal’s awareness, differentiation and consideration.
  • +8.5% increase in sales, with 65% of this growth directly attributed to Delhaize Retail Media activations during active campaign weeks.
 
Audacity

Cristal showed true audacity by increasing the share of budget allocated to Retail Media — raising it to 22% of the total media spend — with the clear ambition to go beyond traditional activation. This bold move allowed the brand to test, learn, and better understand the real business impact of Retail Media within a broader media mix.

By deliberately investing more in this channel, Cristal demonstrated a forward-thinking mindset: seeing Retail Media not just as a conversion tool, but as a strategic lever for brand growth and future-proof media planning.

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