Martinelli’s turned holiday shoppers into high‑value buyers with a full‑funnel onsite strategy that delivered their strongest campaign to date.
Opportunity: Family-Friendly Holiday Staple
The holiday season is one of the busiest retail windows of the year, and that’s especially true in grocery. Shoppers are in planning mode stocking up for celebrations, hosting gatherings, and filling their carts with seasonal favorites. It’s a period defined by high traffic, heightened intent, and fierce competition for attention. For brands, showing up in the right moments can make all the difference.
For S. Martinelli & Co., this presented a powerful opportunity: Ensure Martinelli’s remained the go-to-choice for festive, family-friendly beverages throughout the season. What followed became Martinelli’s strongest campaign performance to date.
Strategy: Full Funnel Onsite Campaign
To win holiday mindshare, Martinelli’s activated a full‑funnel onsite media strategy, leveraging a coordinated mix of upper, mid, and lower‑funnel placements to reach shoppers at every touchpoint.
This blended approach helped the brand:
- Build awareness during early‑season planning
- Stay present during high‑traffic discovery moments
- Drive conversions through high‑intent placements and onsite search
By pairing high‑intent onsite media with the power of onsite search, Martinelli’s sustained visibility throughout peak holiday moments and guided shoppers seamlessly from discovery to purchase.
This holistic strategy ultimately amplified incremental lift and delivered best‑in‑class performance across the board.
Results: Best Performance to Date
Martinelli’s holiday campaign didn’t just meet expectations—it far surpassed them.
- $7.45 Incremental Return on Ad Spend (iROAS)
- 65% New-to-Brand Buyers
- +33% Sales Lift
By showing up consistently throughout the shopper journey and tapping into the natural seasonal demand for celebratory beverages, Martinelli’s turned the holiday rush into a major performance moment.
Their full‑funnel onsite strategy didn’t just drive exceptional efficiency. It delivered new buyers, increased sales, and set a new benchmark for what thoughtful seasonal activation can achieve.
“The results were incredible—strong conversion rates, impressive iROAS, and a meaningful uptick in new‑to‑brand buyers. This campaign set a new standard for how we approach seasonal shopper marketing and how we use data to deepen our connection with both loyal and new consumers.” -Ashley Bair-Caruso, Director of Marketing, S. Martinelli & Co.
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