Amplifying Seasonal Produce Sales
The retail media agency BTR Media effectively leveraged two large retail media networks (RMNs) through Goodway to optimize targeting, increase brand visibility and drive sales for a seasonal produce campaign, maximizing ROAS during peak harvest season.
BTR Media works with a global seasonal produce company, and in 2024, was determined to bring additional retail media capabilities in-house to support its client. BTR Media is continuing to build its retail client roster so flexibility, greater technology access, and expertise and support from a partner were key in the agency’s decision-making process.
After doing extensive research, BTR selected Goodway as the ideal partner given our expertise in the space and ability to provide self-service access to The Trade Desk’s constantly growing marketplace of retail data and measurement across digital channels. BTR quickly went through the onboarding and training process in less than 30 days and was ready to launch its first cross-retail media campaign. The agency also received hands-on training for campaign setup, reporting and more, as well as ongoing support to ensure it was set up for success. BTR Media executed a blend of tried-and-true targeting based on historical performance, its own market research, and working hand in hand with the brand, retailers and Goodway to maximize for each RMN (evaluating basket affinity, commonly cross-shopped items, shopper demographics, etc.).
On the first retailer, the seasonal produce company saw a ROAS of $10 — up from the 2023 benchmark of $3. The offsite display investment also generated over $500k of ad-attributed in-store sales. For the second retailer, the campaign generated a ROAS of $3.23 (an increase from the 2023 benchmark of $1.20) and reached over 2.5M unique households by the end of the campaign across mobile, PC, tablet and CTV. Given the success of these campaigns, the produce company increased its overall budget for both and plans to grow its retail investment with BTR Media in 2025.
Key Outcomes
With the timely and consultative support Goodway that provided BTR Media — plus its own years of RMN expertise — this agency now runs campaigns with multiple CPG clients and is continuing to grow its retail offering. Both initial campaigns surpassed client expectations, generating significant sales for the seasonal produce company — leading to a stronger client relationship and to the agency being well-positioned for growth in 2025.
$10
ROAS on the first retail media network
$500k+
ad-attributed in-store sales
$3.23
ROAS on the second retail media network
