Best of Retail Media
Colruyt Group Retail Media Services
Campaign Objective
The primary objective was to successfully launch and build awareness around the new Lipton Kombucha range. As Delhaize had the opportunity to introduce the product ahead of its wider market launch, the campaign aimed to maximize visibility, stimulate product discovery and generate trial from the very beginning. Beyond immediate sales, the ambition was to establish Lipton Kombucha as a relevant and innovative choice within the beverage category.
Target Audience
The campaign targeted both existing softdrinks category shoppers and consumers interested in discovering new and innovative beverage experiences, such as functional drinks.
The objective was to engage shoppers throughout the entire purchase journey — from inspiration and consideration through to the final purchase decision in-store.
Why Retail Media?
Retail Media was chosen as it provided a direct and effective way to engage relevant shoppers within the purchasing environment. Given the strategic importance of the early launch, the client wanted to create a high-impact campaign enabling maximizing visibility across key touchpoints within and outside the Delhaize ecosystem.
Retail Media offered the opportunity to reach shoppers at a moment when they are particularly receptive to product discovery and purchase decisions, while creating a seamless connection between brand awareness, consideration and conversion.
The Lipton Kombucha Offsite campaign was part of a broader omnichannel activation within the Delhaize ecosystem, designed to maximize visibility and shopper engagement around the launch of the new product range.
The activation combined multiple digital and in-store touchpoints, covering different stages of the shopper journey:
This case focuses specifically on the Offsite Display activation and its role within the broader omnichannel launch strategy.
As the first launch of Lipton Kombucha in Belgium, the campaign leveraged MMD’s Innovation Pack to build awareness and accelerate product discovery ahead of the wider market rollout.
The activation connected six complementary Retail Media touchpoints across the shopper journey, from awareness to conversion. A key differentiator was the extension of Delhaize’s first-party purchase data into the Offsite environment, enabling Lipton to activate relevant Delhaize Soft Drinks buyers across external publisher sites.
By combining retailer purchase data, Offsite reach and coordinated omnichannel activation, the campaign connected shopper relevance with media scale to support the introduction of a completely new product.
With Lipton Kombucha launching exclusively at Delhaize several weeks ahead of the wider market, the ambition was to create maximum impact around the innovation and generate awareness beyond the retailer’s own ecosystem.
The campaign took an “beyond the retailer” approach: rather than limiting communication to Delhaize’s owned environments, the Offsite activation used Delhaize’s first-party purchase data to identify relevant Soft Drinks buyers and reach them across external publisher sites.
This created a distinctive connection between offsite reach and point-of-purchase availability. Shoppers could discover the new product beyond the Delhaize ecosystem, while the product they were being introduced to was immediately available exclusively at Delhaize.
In this way, the campaign brought awareness closer to purchase by combining the scale of Offsite media with the precision of retailer shopper data and the exclusivity of the product launch.
The Offsite activation, running across the DPG, Ads&Data, Adevinta and IPM networksdelivered 407,914 impressions versus a target of 400,000 (+2%), successfully delivering against its planned media objective.
Beyond delivery, the campaign achieved an 87% viewability rate, exceeding the 75%+ target and ensuring that the media investment translated into visible rather than simply delivered impressions. Engagement also performed above the 2026 MMD Offsite benchmark, with a 0.13% CTR versus 0.12% benchmark.
Business Impact – OVERALL LAUNCH:
Strong product uptake following the launch (+1364%)*, while the category (-5.5%) and brand (-7.2%) sales declined during the same period.
*High product evolution is partly driven by the low comparison base of a newly launched product.
