Raising sales for a leading sourdough brand

A popular premium bakery brand worked with Waitrose to grow online and in-store sales, reaching individual shoppers as they researched mealtime ideas and tracking the full impact of every media touchpoint on the purchases that followed.

The high-impact campaign resulted in:

3:1

Product ROAS

19k+

Tracked in-store orders

24%

New customer orders

Slices of rustic bread, golden buns, and custard tarts on a wooden board.

SOLUTION

Waitrose first-party data insight was used to reach real foodies with a natural affinity for cooking, entertaining and premium experiences.
Offsite activity across premium publishers allowed Waitrose to engage audiences as they explored fresh mealtime ideas and quality ingredients.
Ongoing optimisation responded to changing shopping behaviour, keeping messaging relevant and aligned with customer needs.
Performance was tracked across online and in‑store sales, demonstrating strong SKU‑level returns and new customer growth through closed‑loop measurement.

Toast topped with blueberry compote, creamy cheese, corn, and basil.

RESULTS

The campaign delivered a 13:1 SKU ROAS, showing that targeted offsite display through retail media drives significant commercial returns even at modest budget levels.
Because the targeting was built on modelled lookalike audiences of existing buyers, the campaign reached shoppers with genuine purchase intent, and the results reflected that, with the majority of tracked sales coming through in-store at Waitrose rather than online.
24% of all brand orders came from entirely new customers, confirming that the audience modelling went beyond reinforcing existing habits and actively expanded the brand’s buyer base.

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