Best of Retail Media
MMD (Media Marketing Delhaize)
The Maes Rosé 0.0 campaign supported the launch of this innovation by combining targeted CRM communication with a strong shopper incentive. Through a dedicated email, relevant Delhaize shoppers were introduced to the new alcohol-free, fruit-flavoured beer and encouraged to try it through a +350 points eDeal. By reaching consumers close to the purchase moment, the activation turned product awareness into a concrete opportunity for trial.
Drive awareness & consideration: Introduce Maes Rosé 0.0 to relevant Delhaize shoppers and generate interest in the innovation.
Drive trial: Encourage first purchase by combining targeted CRM communication with an attractive +350 points eDeal incentive.
Generate shopper engagement: Use a relevant and actionable CRM activation to drive strong interaction with the campaign and the offer
The campaign activated Delhaize’s first-party shopper data to deliver a highly targeted dedicated email to 100.000 shoppers aged 25–54 with medium to high purchase intent.
Several relevant Delhaize shopper segments were activated, including Convenience Seekers, Price & Promo Hunters, Cost Conscious Cooks, Game Changers and Premium Foodies. This allowed the campaign to combine reach among promotion-sensitive shoppers with consumers more likely to be interested in new products and innovations.
The email was directly connected to a Flash eDeal, offering +350 loyalty points on the purchase of a Maes Rosé 0.0 6x33cl pack during the promotional period from 9 May to 6 June 2026.
This combination of relevant first-party targeting through a dedicated emailing and an immediate shopper incentive connected communication to activation and purchase.
The execution delivered strong engagement, with an open rate of 39.51%, in line with the 40% benchmark, and a CTR of 3.37%, outperforming the 2.99% benchmark.
The eDeal itself also generated strong shopper activation, reaching an activation rate of 3.26% and a redemption rate of 9.27%.
The case demonstrates how CRM and retail media can support the launch of a completely new FMCG product by connecting first-party shopper data with an immediate purchase incentive. Rather than using CRM purely as an awareness channel, the activation was designed to move shoppers directly from discovery to trial through a dedicated eDeal.
The campaign delivered strong results not only in terms of media engagement, but also in terms of measurable sales impact.
A Target Group vs. Control Group analysis showed that shoppers who received the dedicated email generated 377% more sales of Maes Rosé 0.0 than a comparable group of shoppers who did not receive the email. This demonstrates that the activation went beyond generating clicks and engagement, translating into a tangible impact on shopper behaviour and product sales.
The analysis also revealed a halo effect at brand level. When looking at total Maes sales, the Target Group generated a 131% sales uplift versus the Control Group, showing that the impact extended beyond the promoted product to the wider brand.
The eDeal further helped turn engagement into action, achieving a 3.26% activation rate and 9.27% redemption rate, resulting in more than 3,200 activations and 300 product redemptions for a completely new product.
Together, these results demonstrate the ability of CRM retail media to go beyond media KPIs and deliver measurable business impact — from shopper engagement to product trial and incremental brand sales.The campaign went beyond simply communicating a new product. It used the retailer’s own shopper data and CRM ecosystem to identify relevant consumers, introduce an innovation and give them a concrete reason to try it immediately.
From a brand perspective, the boldness also lies in choosing precision over mass reach. Rather than relying solely on broad-reach channels such as Above-the-Line or Digital Signage, which can generate significant exposure but also reach many consumers with little or no interest in beer, the campaign deliberately focused on a more qualified audience with a higher potential to engage and purchase.
By combining targeted communication, a strong loyalty incentive and a measurable eDealmechanic, the activation turned a traditional product launch message into a direct trial-driving retail media experience — proving that reaching fewer, more relevant shoppers can deliver meaningful business impact.
