The power of a Dedicated E-mail for La Martiniquaise

The campaign for La Martiniquaise and its porto brand Cruz focused on a packaging rebranding to modernize the product's image. The previous vintage-style design was no longer aligned with the tastes of younger consumers. To support the brand refresh, Cruz launched an email campaign featuring trendy and easy-to-make cocktail recipes—such as the "Cruz & Tonic," a playful twist on the classic gin and tonic. Positioned as a refreshing alternative to the traditional glass of port, the Cruz & Tonic also served as a festive aperitif, helping to introduce the brand into more modern and social consumption moments.

Objectives for this campaign:

• Reposition the brand: Attract a younger audience by modernizing the visual identity and introducing new, more relevant consumption moments.
• Drive short-term sales: Support the rebranding effort with a promotional push to encourage trial and purchase.

While the Cruz campaign was part of a broader omnichannel retail media plan (Innovation Pack), this case zooms in on the dedicated emailing, chosen for its precision targeting and high visibility. The brand uses Delhaize’s first-party data to send personalized content to up to 150,000 contacts, promoting the new Cruz packaging and fresh consumption ideas like the “Cruz & Tonic.” This format was ideal to reach a younger audience with engaging visuals and cocktail inspiration directly in their inbox, driving both awareness and traffic.

The dedicated email performed strongly, media and sales wise, confirming a strong interest and engagement from the target audience.
Media :

• An open rate of 41.59% (well above our benchmarks of 37%)
• A click-through rate of 2.28% (also above our benchmarks of 1,60%) 

On the sales side, the impact was even more striking. When comparing recipients of the email to a representative control group, those who received the email generated a 74% sales uplift on the promoted products. Moreover, the campaign also drove a 42% uplift at brand level, indicating a clear halo effect—where the promotion not only boosted the sales of promoted products but also reinforced the overall perception of the Cruz brand, resulting in higher sales across other Cruz products.

The campaign targeted a segment of Delhaize shoppers identified as having a high propensity to purchase cocktails, strong alcohol, and aperitif products.