Media Horizons
Filippo Berio
CASE STUDY

+4.09x Lift In Visitation

PlaceIQ’s custom audience creation allowed Filippo Berio to deliver
highly targeted ads to visitors of the select Walmart locations that carry
Filippo Berio products, effectively minimizing waste and delivering a
4.09x lift over the open control group.

AUDIENCE STRATEGY

A combination of PlaceIQ location data and IRI purchase data allowed Filippo Berio to reach unique consumers…

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…who are
moms and foodies
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…who visit
select Walmart locations
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…who purchase
cooking and salad oils, and
natural or organic health food

“Media Horizons crafts impactful shopper plans that leverage the latest ad tech to generate targeted reach throughout the shopper journey and consideration through point of sale. We are delighted to partner with Filippo Berio, Colangelo, and PlaceIQ to drive trial and increase household penetration.”

ERICA DEPALMA

Senior Vice President, Digital Marketing, Media Horizons

Filippo Berio Swipe Gallery Advertisement

CREATIVE STRATEGY

A highly-targeted audience based on real-world behaviors and proven purchase data allowed for creative styling, function, and messaging that would cater directly to the key personas identified by the brand and partners. This was executed in both rich and standard media formats.

“At Colangelo, we apply proven science to uncover human behaviors, rituals, and truths that have existed for thousands of years—and then we employ our findings to attach brands to consumers. We are grateful to have had the opportunity to work with Filippo Berio to craft an attachment strategy—and then to activate it in the marketplace.”

DON GROWHOSKI

Owner, Managing Partner, Colangelo

A highly-targeted audience based on real-world behaviors and proven purchase data allowed for creative styling, function, and messaging that would cater directly to the key personas identified by the brand and partners. This was executed in both rich and standard media formats.

SUCCESS

“Filippo Berio began crafting olive oil in 1867, taking care to make products with authenticity, quality, and purity. We are thrilled to see the results of this campaign, using the latest technology, to further our brand awareness and to share our message with consumers that are passionate about food. We are also proud to have partners in this campaign, Media Horizons, PlaceIQ, and Colangelo, who believe in us and our values to bring this campaign to life.”

MEGHAN BOYD

Brand Manager, SALOV North America Corp. / Filippo Berio

DISCOVERIES

chart key: teal bar above average, grey bar below average
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Demographics

Consumers were most likely to have income between $50K – $75K, with mixed households types made of single parents, young professionals, and young roommates.

INCOME

Chart: Demographics - income

HOUSEHOLD TYPE

Chart: Demographics - household type
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Grocery Habits

They purchase healthy or easy foods like deli meat and frozen dishes, and prefer Southern chains like Food Lion and Publix, over more expensive options like Whole Foods.

GROCERY STORES

Chart: Grocery Habits - grocery stores

GROCERY BASKET

Chart: Grocery Habits - grocery basket
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Lifestyle

Consumers tend to be working class families with a healthy focus. They also overindex for deal seeking, and prefer budget-friendly fashion like Kohl’s and Old Navy.

SHOPPING

Chart: Lifestyle - shopping

LIFESTYLES

Chart: Lifestyle - lifestyles