A festive season campaign helped Albertsons drive revenue and efficiency.
Inspiring festive grocery shoppers to buy across categories
In 1939, Joe Albertson opened his first supermarket in Boise, Idaho. Some 78 years later, Albertsons Companies is one of the biggest US supermarket chains, with brands including Albertsons, Pavilions, Safeway and Vons. The supermarket company is committed to helping people live better lives by making a difference in every neighbourhood they serve.
During the 2016 holiday season, Albertsons wanted to boost grocery sales across categories with inspirational, yet accessible, recipes. Since Pinterest is the largest mobile destination for food, with Pinners spending 5% more on groceries than the annual national average, it was the perfect place for Albertsons to launch their campaign. They decided on a two-month long activation on Pinterest from November through December of 2016.
“Pinterest was the right platform for Albertsons because it not only generated in-store sales, but also brought us sales volume that resulted in a really impressive return.”
Using Promoted Pins and interest targeting to boost sales
The Albertsons campaign focused on using Promoted Pins featuring simple, seasonal recipes that encouraged people to shop at Albertsons across multiple grocery categories. They used interest targeting to reach their best customers including foodies, party-planners, parents and millennials.
Since turkey is a big grocery focus in November, Albertsons featured recipes that promoted the purchase of turkey along with dairy products. Pins like Jalapeno Popper Turkey Chili featured turkey and dairy products in one recipe. Pins like Eggnog Pie showcased recipes that might go well with a holiday turkey dinner, featuring their dairy brand Lucerne. As December drew near, they shifted focus to easy weeknight meal recipes like One Pan Salmon and One Pan Ginger Chops.
Lifted revenue and saw a 14x return on ad spend
Albertsons tracked their campaign results using an Oracle ROI Powered by Visa Ad Measurement study1 that looked at transaction records for in-store sales. They were really pleased with the results: the Pinterest campaign drove a statistically significant lift in revenue, resulting in a more than 14x return on advertising spend. All of the incremental Lucerne purchases came from new buyers, giving Lucerne a bigger customer base than they had before.
“After our successful festive campaign with Pinterest, the platform is no longer just an experimental platform for us. We’re planning on making Pinterest a part of all of our marketing efforts going forward,” said Guy Burgstahler, GVP of Marketing & Advertising, Albertsons.
1Aggregated, de-identified spend data provided by Visa Ad Measurement and integrated with Oracle Data Cloud. Topline results are calibrated to account for Visa credit transaction coverage among Visa cardholders and non-cardholders.
“After our successful festive season campaign with Pinterest, the platform is no longer just an experimental platform for us. We’re planning on making Pinterest a part of all of our marketing efforts going forward.”