How retail media backed Martini’s iconic comeback

[Advertorial] How to reposition Martini as a timeless Italian aperitif? The iconic bottle was given a makeover, and together with MMD, Delhaize‘s retail media platform, the brand built an integrated campaign that conclusively demonstrated how above-the-line and retail media reinforce each other.

Proof that complementarity works

The relaunch of Martini’s iconic bottle had clear objectives: to reposition Martini as a premium, Italian, iconic lifestyle brand and to win over new aperitif consumers. The bottle was given a new design, reviewed packaging and a new recipe, supported by a media plan that fully integrated both national channels and retail media.

Above-the-line ensured broad visibility through TV, online video, out-of-home and digital campaigns, while MMD activated a 360° retail media plan, from digital screens in stores to personalised email campaigns and structural in-store visibility. The central premise: complementarity is key.

But how does one prove the impact of such complementarity? What Martini and MMD wanted above all else was hard evidence. That’s why the duo called in Kantar for a comprehensive brand and sales lift study — a remarkable first, as Kantar does not work with any other retail media sales houses in Belgium. The results convinced even the biggest sceptics, and the case won a silver medal at the IAB MIXX Awards.

Next level brand metrics

Kantar analysed reach, brand indicators and sales. The study showed that retail media adds both incremental reach as well as strong brand value. Retail media alone accounted for 42% consideration and 52% awareness, but by combining TV, online video, social and retail media, brand consideration increased by no less than 65%.

Those who came into contact with MMD’s retail media considered Martini 26% more and were 18% more aware of Spritz Martini. With a cross-media reach of 80%, MMD also added one per cent unique reach: a small but very valuable group of shoppers that other channels do not reach.

It turned out that 15% of the extra sales were directly linked to the omnichannel campaign, more than a third of which was thanks to MMD’s activations. Retail media therefore accounted for more than a third of all additional sales, while its share of investment is much smaller. In addition, 40% of recipients opened the personalised digital campaign and spent 77.5% more on the brand – an exceptionally high response rate in FMCG.

Retail media: the bridge in the funnel

Are there lessons to be learned, perhaps even for other brands? Retail media is clearly not the end of the marketing funnel; it forms the bridge between branding and conversion, between national mass media and local shopper relevance.

The case confirms what the retail market has long sensed but has not yet been able to demonstrate quantitatively: when above-the-line and retail media are perfectly aligned, brand love and sales increase simultaneously. The figures do not lie – and they set the tone for how retail media are evolving from an ‘add-on’ to a strategic pivot in the marketing mix.