From Awareness to Aisle: Driving New Households at Walmart

An agency partnered with Mogl to support its client in introducing a premium frozen food brand to U.S. shoppers as an authentic, elevated at-home dining option. The agency executed a full-funnel media strategy, inclusive of retail media across Display, OLV, and CTV, leveraging TripleLift’s Product Spotlight custom CTV ad unit to drive awareness, trial, and measurable sales among Walmart shoppers.

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Key Challenges

• Introducing a new brand to the U.S.
• Launching a new frozen food in a competitive market.
• Delivering measurable retail impact, even from upper-funnel media channels.
• Driving early repeat purchases.

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Solutions

With Mogl’s retail strategy, Walmart Connect’s first-party shopper insights, and TripleLift’s high-impact creative solution, the agency executed a data-driven, audience-first approach to bridge awareness and sales.

• Multi-channel approach: Display, OLV, CTV optimized toward measurable sales.
• Audience-first targeting: Competitive Frozen Food Buyers, Foodies, Hosting Shoppers identified through Walmart Connect’s first-party shopper data.
• High-impact CTV: To elevate the CTV component, Mogl introduced TripleLift’s Product Spotlight CTV unit, a high-impact format integrated with Walmart Connect’s product catalog and designed to drive measurable conversion.
• Data-driven optimization: Continuous audience and inventory adjustments for maximum ROAS.

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Key Results

• 100% New-To-Brand Acquisition
• 116% ROAS among competitive frozen food buyers
• 7MM Unique households reached

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Powered by the collaboration between the agency and Mogl, this campaign proved that upper-funnel media can deliver real retail results - driving new households, repeat purchases, and measurable impact across Walmart.

High-impact CTV placements amplified attention and recall, driving 77% brand recall and stronger positive brand perception, helping make CTV the campaign’s second-largest source of conversions and linking awareness directly to measurable retail results.

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Frequently Asked Questions

How did Mogl help launch a premium frozen food brand at Walmart?
Mogl partnered with the agency to develop a data-driven retail media strategy using Walmart Connect's first-party shopper insights across Display, OLV, and CTV. The campaign targeted relevant Walmart shopper audiences and optimized media toward measurable retail sales.

How did the campaign drive new-to-brand customers?
The campaign targeted Competitive Frozen Food Buyers, Foodies, and Hosting Shoppers using Walmart Connect's first-party shopper data, helping the brand reach shoppers with a demonstrated interest in relevant food categories and drive new-to-brand acquisition.

How did CTV contribute to Walmart sales?
TripleLift's Product Spotlight CTV unit integrated Walmart's product catalog into a high-impact CTV experience. CTV became the campaign's second-largest source of conversions, demonstrating how upper-funnel media could contribute to measurable retail outcomes.

What were the results of the Walmart retail media campaign?
The campaign generated 100% new-to-brand acquisition, 116% ROAS among Competitive Frozen Food Buyers, and reached 7 million unique households. CTV also drove 77% brand recall and stronger positive brand perception.

Can CTV drive measurable retail sales?
This campaign demonstrated that CTV can contribute to measurable retail outcomes when paired with first-party shopper data, commerce-enabled creative, and ongoing optimization toward sales.