Best of Retail Media
MMD (Media Marketing Delhaize)
2025 marked a major relaunch for Martini — new sustainable packaging, a more natural recipe, and a refreshed premium positioning.
The goal: revitalize the brand, attract a younger audience, and make Martini the go-to for daytime aperitivo moments.
Through a 360° media strategy, retail media at MMD amplified the above-the-line campaign (TV, OLV, OOH, Digital), ensuring visibility from awareness to purchase. The complementarity between ATL and retail media created a seamless journey & insured 360° consistency — ATL built aspiration, while MMD drove conversion and impact at the point of sale.
Martini 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.
Online visibility: strong exposure on the Delhaize e-shop and MyDelhaize app through smart-optimized banners on key categories.
Offsite activation on premium Belgian publishers expanded reach beyond Delhaize, targeting aperitif buyers and driving qualified traffic to Delhaize.be.
Free delivery push: A purchase incentive mechanic offered free delivery once shoppers reached a Martini basket threshold.
A Personalized e-CRM activation reached 150,000 younger aperitif shoppers from Delhaize’s 2.8M database, introducing Martini’s new positioning and signature Bianco Spritz, leveraging Delhaize’s brand trust for higher engagement.
In-store & DOOH: A nationwide network of 90 digital screens at store entrances and on-shelf stoppers strengthened visibility at the moment of choice — turning awareness into in-store engagement and purchase, combined with a shelf-stopper instore.
Together, these activations delivered a seamless, complementary experience — from online discovery to in-store conversion— perfectly aligned with Martini’s above-the-line campaign to maximize impact and consistency.
Martini’s 2025 relaunch perfectly illustrates the power of Retail Media with MMD — turning awareness into measurable conversion.
By combining first-party data, digital & in-store activations, and seamless integration with ATL, MMD created a campaign that was both emotionally engaging and performance-driven. This case proves how Retail Media complementarity can rejuvenate a brand, recruit new audiences, and drive real sales uplift — showcasing the future of media effectiveness.
1)The Martini campaign was designed as a true full-funnel activation, where Retail Media amplified the broader ATL plan (TV, OLV, OOH, SoMe) to deliver consistent visibility across every touchpoint. Retail media ensured conversion at the critical moment of purchase while extending the reach and impact of awareness-driven channels.
2) Measurement relied on a double analysis approach, combining Delhaize’s proprietary shopper and sales data with an external Kantar evaluation. This robust framework enabled a comprehensive cross-media impact assessment, demonstrating incremental reach, channel contribution (Retail Media vs ATL), and synergy effects. The analysis highlighted how different channels worked together to strengthen brand consideration and deliver measurable business results.
3) MMD’s Retail Media ecosystem is powered by data at every stage: before the campaign (i.a CRM segmentation to define audiences), during (real-time optimization of online tools to maximize performance), and after (advanced sales and shopper analysis via Enlight+ to capture true impact and category dynamics).
The Martini campaign delivered outstanding Sales results, but let’s focus on the results of the Kantar Study which confirmed the efficiency of Retail Media within a global media plan. The results clearly highlight MMD’s added value within a global media mix, where Retail Media represented only 3% of total spend compared to 51% for TV/OLV/Social and 46% for DOOH.
1) The omnichannel campaign reached 80% of the target audience, with an 11% overlap with Delhaize shoppers — demonstrating the importance of message consistency, repetition, and cross- channel complementarity to engage a qualitative audience.
2) In terms of brand consideration, consumers exposed to the Retail Media layer were twice as likely to consider Martini, showing a 42% uplift versus 20% for those only exposed to the broader omnichannel mix. The study also revealed strong synergies between TV, OLV, Social, and Delhaize Retail Media — identified by Kantar as the most effective media combination to drive brand consideration.
3) Finally, Kantar attributed 15% of incremental sales to the cross-media campaign, with 36% of these directly linked to MMD, outperforming the TV/OLV/Social mix (28%).
The boldness of this case lies in Martini’s decision to build a truly complementary campaign — one that seamlessly connected ATL and Retail Media from the very start. Rather than treating Retail Media as a final touchpoint, Martini integrated it as a strategic pillar of the communication plan, ensuring coherence and amplification across the entire funnel.
This integrated approach proved that combining ATL’s broad storytelling power with Retail Media’s precision and proximity can generate both cross and incremental reach within the right audience, strengthen message frequency, and drive measurable brand consideration and sales uplift.
Martini’s campaign stands as a powerful example of how early alignment between ATL and Retail Media unlocks the full potential of an omnichannel strategy — turning bold planning into tangible business impact.
