Finecast’s innovative targeting delivers strong results for Crosta & Mollica

In a competitive category that offers multiple premium brands for the same usage occasions, Crosta & Mollica's product range has cut through to bring the best of Italian food to kitchens and tables everywhere.

Whilst Crosta & Mollica’s distribution scaled, their media strategy needed to keep pace. It required an approach that would return appreciable benefit to both long-term brand metrics and short-term sales. New to TV, their beautiful creative focused on communicating the brand values, provenance and showcased a product line-up. They needed a solution that could deliver the power of TV, with the precision of data-driven digital targeting.

Using Finecast’s sophisticated targeting capabilities and the Finecast All Screen product, Crosta & Mollica were able to utilise fully bespoke audience segments that represented the brand mindful cook, foodie family, modern explorer and moment maker segments.These identified audiences were further distilled through a drive/delivery radius of stocked retailers. In order to capture the campaign’s effectiveness, a sales uplift solution in partnership with Nectar and LiveRamp provided a closed-loop measurement of the incremental sales generated through the Finecast campaign.

Key findings included: The campaign drove a 6.6% incremental sales lift for the Crosta & Mollica products featured in the ad; this is considerably higher than the LiveRamp CPG average sales lift of 3% It also drove a 3.2% incremental sales lift at a Brand level, largely due to a 2.8% customer lift