Unilever partnered with Footprints AI to make Hellmann’s the go-to mayo choice during the winter holidays, leveraging real-time audience targeting and in-store digital activations at Profi’s national store network. The result? A 161% sales uplift, +44% SKU volume share growth, and an impressive 6.35X ROAS—spreading both festive joy and category dominance.

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Key Highlights

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Challenge

Hellmann’s needed to capture holiday shoppers in a crowded category and convert competitive buyers before they reached the shelf.

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Solution

• AI-powered in-store media ensured high-visibility at peak decision moments.

• Real-time in-store audience targeting delivered personalized engagement for maximum impact.‍

• Category conquest strategy converted mayo buyers from competing brands based on predictive shopping and basket analysis.

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Results

+161% Sales Uplift – Demand more than doubled in just 15 days.
+44% SKU Volume Share Growth – Hellmann’s took the lead in the mayo category.
6.35X ROAS – Every €1 spent delivered €6.35 in incremental sales.

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