Mondelez Marries CTV With QR Codes for Integrated Nabisco Campaign

Mondelez International ran a successful connected TV (CTV) campaign during the fall football season.

The goal of the campaign was to increase awareness of the Nabisco portfolio during the season and drive purchases through an add-to-cart shopping experience at Walmart, according to Mondelez’s Emily Curry, director of omnichannel marketing and activation – Walmart. The campaign ran in 2024 from mid-August through mid-October.

To attract new customers and streamline the path to purchase, Mondelez sought a solution that could seamlessly integrate advertising with e-commerce functionality, according to a media release. 

The campaign was “conceptualized and executed” by ad tech company and media marketplace Kargo and leveraged SmartCommerce’s Click2Cart technology and Attain’s measurement capabilities, per the release.

The CTV ads communicated an “Elevate your snacking playbook” message above a QR code, which led to Walmart.com and automatically added the featured Nabisco products to a customer’s cart. The ad creative also touted Nabisco’s sponsorship as the Official Crackers and Cookies of the NCAA.

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