To boost joint sales during a low season, Lay’s and Pepsi (two of PepsiCo’s flagship brands) teamed up with Footprints AI to run a co-branded campaign—“The Heritage”—at Profi (Ahold Delhaize) stores. By leveraging AI-powered audience targeting, real-time analytics, and a fully omnichannel retail media approach, both brands saw impressive incremental sales gains while reinforcing their category leadership.

Key Highlights

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Challenge

PepsiCo launched “The Heritage” campaign in February 2025, aiming to drive basket pairing and boost sales for Lay’s and Pepsi during a traditionally low-momentum period. They needed a strategy that would stimulate impulse purchases, convert competitive-brand shoppers, and bring emotional storytelling to life in-store.

Solution

Partnering with Footprints AI—the largest retail media ecosystem in CEE with more than 25 million shoppers—PepsiCo activated:

• AI-Driven Audience Targeting – Identified co-purchase shoppers based on real-time mission-level data and previous purchase behavior.
• Omnichannel Media Placements – In-store screens, InfoKiosks, mobile app ads, and off-site email inserts reached shoppers at pivotal decision points.
• Dynamic Inventory Targeting – Continuously updated store lists based on product availability, ensuring optimal media delivery without wasted impressions.
• Advanced Measurement & Attribution – Tracked SKU sales, basket composition, and mission outcomes to validate media-to-sales performance.

Results

• Strong Incremental Growth
  • Lay’s: +37.24% sales uplift, share rising to 13.15%.
  • Pepsi: +8.25% sales increase, share climbing to 25.61% in a declining category.

• High Media Efficiency
  • 2.78X ROAS, proving the potency of predictive retail media.

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