Key Takeaways
§ Overall, the combination of ad formats and varying recipe ideas assisted the brand in a significant increased dollars per
household of 9.9%
§ This outpaces the benchmarks for not only the food category (19% higher), but the CPG category as a whole (11% higher)
§ The campaign also increased household penetration of the product by 11.8% - meaning almost 12% more households
purchased the product because of the campaign efforts
8.3%
8.9%
9.9%
Food Mega Category All CPG Categories Brand Measured
Overall Increased Spend per Household –
Benchmarks vs. Campaign
Source: Norms are based on 115+ IRI Digital Lift studies (updated quarterly)
Incremental Sales = HH reach x $/HH lift
+11.8%
Household Penetration Lift
HH Penetration Lift: Key Driver of Incremental Sales
