Challenge & Approach
How can we target vegan burger lovers?
Reaching a vegan audience and driving them successfully to REWE online is challenging. In the highly competitive market of burger and grill sauces, Hellmann’s wanted to pinpoint just the right audience to increase their awareness span in the digital supermarket shelf.
Broad socio-demographic targeting would lead to massive wastage. The main challenge is to reach people who are not just brand aware, but actual buyers.
Using actual purchase data as the targeting basis of the campaign, Hellmann’s was able to drive a much more precise target audience towards REWE online.
Targeting cluster were build on actual purchase behavior in the following categories:
+ Buyer of burger and grill sauces
+ Buyer of meat substitutes and plant based products
+ Buyer of burger products (patties, buns etc.)