Best of Retail Media
MMD (Media Marketing Delhaize)
Cécémel entered the growing protein segment with the launch of Cécémel Protein, extending an iconic Belgian brand into a new consumption occasion and targeting new shopper profiles.
The ambition went beyond generating awareness for a product launch: the campaign needed to recruit new consumers, drive trial and ultimately translate brand exposure into measurable business growth.
A broad ATL media plan including TV, online video, social media, influencers, OOH, sport event sampling, gym & outdoor activations and a Strava challenge was designed to build mass awareness around the launch.
The strategic role of Retail Media was therefore clear: complement the reach and brand-building power of ATL with Delhaize’s shopper ecosystem, first-party data and proximity to purchase.
Cécémel partnered with MMD to activate a 360° retail media strategy combining online, offsite, e-CRM and in-store touchpoints — ensuring visibility and conversion across the entire shopper journey.
Together, these activations delivered a seamless, complementary experience — from online discovery to in-store conversion — perfectly aligned with Cécémel’s above-the-line campaign to maximize impact and consistency.
The Cécémel Protein campaign demonstrates how Retail Media can become a measurable growth engine within a broader media strategy rather than simply an additional conversion channel.
By combining mass-media reach with Delhaize’s shopper ecosystem and omnichannel Retail Media touchpoints, Cécémel successfully connected awareness, recruitment and conversion.
Most importantly, the campaign was measured beyond traditional media KPIs. Brand lift, shopper recruitment, incremental sales and market share were analysed to understand the actual contribution of Retail Media within the complete cross-media ecosystem.
The results demonstrate that a relatively limited share of Retail Media investment can make a disproportionately strong contribution to business performance when strategically combined with ATL.
The Cécémel Protein campaign demonstrates how a relatively small Retail Media investment can generate a disproportionate impact across the funnel.
With only 8% of the total media investment, MMD delivered measurable incremental value across reach, brand and sales:
The strength of the campaign therefore lies not only in its individual results, but in the progression across the funnel:
8% share of investment → 10% cross reach → 22% brand lift → 44% contribution to incremental sales.
Retail Media progressively increased its contribution as consumers moved closer to purchase, demonstrating its ability to complement ATL while efficiently turning media exposure into measurable business outcomes.
The audacity of the Cécémel Protein campaign lies in treating Retail Media not simply as the final conversion step of the funnel, but as a strategic media partner capable of contributing across brand and business objectives. Rather than opposing traditional media and Retail Media, the campaign deliberately tested their complementarity.
The results reinforce this approach: traditional channels such as TV remained powerful contributors to incremental sales, while MMD’s Retail Media layer generated 44% of attributed incremental sales from approximately 8% of media investment.CécémelProtein therefore provides a strong demonstration of what the next generation of Retail Media can deliver: not replacing ATL, but making the complete media ecosystem more measurable, connected and commercially effective.
