Mondelēz, PepsiCo, and General Mills Experiment With New Retail Media Formats

 Mondelēz, PepsiCo, and General Mills Experiment With New Retail Media Formats


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Mondelēz, PepsiCo, and General Mills are at the forefront, testing new retail media formats that go beyond traditional advertising.

Retail media continues its rapid ascent as both CPGs and retailers look to reach consumers in new ways and capitalize on valuable shopper behavior data.

Mondelēz, PepsiCo, and General Mills are at the forefront, testing new retail media formats that go beyond traditional advertising. From tapping audiences through third-party rewards programs to incorporating gamification, these brands are driving brand growth and consumer engagement via interactive, media-focused experiences.

This experimentation comes at a time when retail media is surging in popularity. Vivek Rastogi, senior director, global digital commerce, Colgate-Palmolive recently told CGT audiences that retail media is expected to hit about $55 billion in the U.S. alone this year — four times the size it was four years ago. 

Mondelēz Taps Into Rewards Audience

Mondelēz International is testing the retail media waters of a new collaboration between Albertsons Media Collective — Albertsons’ retail media arm — and rewards app Fetch. The company is piloting the program with its Ritz Crackers, Triscuit, and Wheat Thins brands. 

The CPG manufacturer will be looking to acquire new-to-brand consumers and drive sales and loyalty through in-app, purchase-based promotions. 

Also read: Colgate-Palmolive Bridges Gaps in Complicated Retail Media Landscape

“Today’s consumers expect personalized, relevant interactions from their favorite brands, and innovation is key to meet those expectations,” said Anne Martin, director of shopper marketing at Mondelēz International. “This collaboration with Fetch and Albertsons opens a new avenue to engage consumers throughout the shopping journey while fostering long-term loyalty. It represents a powerful way to deepen our connection with shoppers and fuel business growth.”

The partnership extends the grocery retailer’s media reach, allowing CPGs to target consumers via Fetch, which uses AI and machine learning to automatically allocate advertising funds based on verified purchase data from consumers. 



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Fallon Wolken

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