Challenge

The winter holidays are a peak period for sweet confectionery, but also one of the most competitive. With shoppers overwhelmed by seasonal promotions and gifting options, Haribo needed to stand out on shelf and turn visibility into sales. The challenge: secure category share gains and incremental growth within just 21 days.

Solution

Together with Footprints AI’s Retail Media Network, De Silva activated Haribo across 678 Profi stores nationwide. The campaign used digital screens in bistro and frontage areas along with InfoKiosks, ensuring high-impact visibility at the point of purchase.

Messaging was playful and product-led, aligning with festive shopping missions:

• Gift Shopping – sweet treats for stocking fillers and presents
• Stock-Up – large baskets for family gatherings and celebrations
• Discovery – impulse-driven exploration of seasonal confectionery

This precise targeting meant Haribo was seen and chosen when it mattered most.

Results

The campaign delivered outstanding performance, proving the power of retail media to build awareness and drive measurable growth:

• +32.8% uplift in sales volumes
• +27.5% uplift in sales value
• +17.6% increase in basket incidence
• +23.2% uplift in category volume share
• +16.2% uplift in category value share

By leveraging Footprints AI’s data-driven retail media, Haribo not only secured incremental sales uplift but also expanded its shopper base and strengthened category leadership.

The campaign positioned Haribo as a must-have holiday treat, proving that even in a crowded season, retail media delivers both awareness and measurable business growth.

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