How Retail Media amplified the impact of Cécémel Protein’s launch campaign

When launching Cécémel Protein in Belgium, the brand deployed a large-scale national campaign across multiple traditional media channels, including TV, OLV, social media and DOOH, to build awareness and drive trial.

To further strengthen the campaign impact and connect with shoppers closer to the point of purchase, Cécémel Protein added a Retail Media layer with MMD, combining in-store and online activations with the broader media strategy.

Together with Kantar, MMD conducted an impact study to measure the effectiveness of this omnichannel approach and evaluate the incremental contribution of Retail Media in terms of brand lift and sales lift.

Objectives

Launching a new product requires more than generating awareness: it is about creating strong brand consideration and turning consumer interest into measurable business results.

At MMD, we strongly believe in the complementary role of Above-The-Line media and Retail Media. But the key question remains: what is the concrete impact of combining both approaches on brand performance and incremental sales?

To answer this question, MMD partnered with Cécémel Protein to measure the contribution of Retail Media within the overall launch campaign through a dual approach:

• Evaluate the impact of Retail Media on key brand KPIs, including awareness and consideration.
• Measure the incremental sales contribution generated by Retail Media activations.
• Understand how Retail Media complements traditional media channels to maximize the effectiveness of an innovation launch.

Solution

Innovation Pack :

• Dedicated e-mail - 100.000 contacts - Target Cécémel buyer + Sport & Health Category
• Online Visibility– Pack Small – 2 weeks
• Offsite Display – 400.000 impressions
• Push product for free Delivery – 1 week
• Digital Signage Entrance - Network small– 1 week - 100 screens
• Stopper small Pack Large – 4 weeks

On top of that, the MMD campaign was supported by a global ATL campaign, including TV, OLV and social media, DOOH,...

Results

The study demonstrates how Retail Media amplified the impact of Cécémel Protein's national launch campaign, delivering measurable results well beyond its share of media investment.

8% Share of Investment

Retail Media represented just 8% of the total media investment, yet delivered a high contribution to the campaign's overall performance, demonstrating its ability to complement traditional media.

10% Cross-Media Reach

MMD activations reached 10% of the Belgian population (18–65) across online and in-store touchpoints, while generating 2% incremental unique reach—an audience that would not have been reached through the ATL media plan alone.

+22% Brand Lift

The Retail Media layer generated an additional 22% uplift in brand KPIs, confirming that Retail Media not only drives conversion but also strengthens awareness, consideration and brand perception during an innovation launch.

44% Sales Lift Contribution

Although representing only 8% of the media investment, MMD Retail Media contributed to 44% of the campaign's incremental sales, highlighting its effectiveness in converting awareness into measurable business results.