Every brand wants a full-funnel strategy. Fewer can show you what one actually delivers.
Bob Evans partnered with Albertsons Media Collective to do exactly that — a connected omnichannel campaign that gave every channel a distinct job, from influencer content that sparked awareness to in-store screens that closed the loop at the shelf.
The results spoke for themselves:
- +84% Incremental Unit Lift In-store
- +75% Incremental Sales Lift In-store
- +21% Lift in New-to-Brand Buyers vs. benchmarks
- 373K+Organic impressions from influencer content
The Strategy: Every Channel, a Specific Job
The campaign ran across four channels: influencer partnerships, Pinterest, Onsite, and In-Store screens. That's not unusual. What made it work was intentionality, each channel was designed to do something different.
Influencer content introduced Bob Evans through authentic meal and family moments, generating organic buzz and building upper-funnel awareness with audiences who didn't already know the brand. Pinterest amplified that content, extending reach among new households. Onsite display captured high-intent shoppers already in-market. And in-store screens delivered the message at the exact moment of decision, with warm, product-forward creative that met shoppers in every part of the store.
The In-Store Proof Point
GroceryTV's 2026 In-Store Shopper Perception Report found that 62% of shoppers have purchased a product after seeing an in-store ad, and 95% make at least half of their purchase decisions while shopping in-store. With so many decisions happening at the shelf, incremental measurement of in-store media validates how impressions translate into sales growth.
Through Albertsons Media Collective's matched market incrementality framework, Bob Evans was able to validate the true impact of in-store media, revealing a $3.10 incremental ROAS and an 84% incremental lift in units.
The store isn't just the last stop. It's one of the most influential moments in the entire path to purchase, and with incrementality Bob Evans
The New Household Win
Beyond efficiency, the campaign drove real growth. Bob Evans exceeded new-to-brand buyer metrics by 26% compared to benchmarks, successfully reaching people who had never purchased from the brand before. That's not just reach, that’s acquisition. Bob Evans came out of this campaign with a bigger customer base than they started with. And it's what separates a campaign that performs from one that compounds.
"The results speak for themselves: new households, incremental lift at the shelf, and a ROAS that justified every dollar. This is the blueprint for how we'll approach retail media going forward."
— Tony Fung, Director of Shopper Marketing & E-Commerce
The Takeaway
A full-funnel campaign isn't about running more channels. It's about making sure every channel is doing its job and that you can prove it. Bob Evans came in with a loyalty base and a growth goal. Albertsons Media Collective delivered a campaign that expanded their household base, drove measurable incremental sales at the shelf, and built a customer base that extends well beyond the campaign flight.
That's the standard. Every touchpoint accountable. Every result proven.
Ready to connect your digital strategy to in-store results? Let's talk.
Performance lift over benchmarks. Campaign Flight January–February 2026