The Context
Golden Blossom Honey was losing visibility at ShopRite as category growth and aggressive competitors outpaced the brand. They needed to move beyond price-led promotions to reclaim share and become the default honey choice for everyday shoppers.
The Insight
Not all impressions are equal in grocery. In this moment, broad based awareness didn’t offer the best chance to win. Rather, finding under invested quiet gaps with likely category buyers could prime a switching behavior by aligning brand, retail, and shopper signals in real time.
The Solution
We activated Five Eighty Demand Path™ to dynamically target under-contested, high-intent moments with an omnichannel media plan that provoked pre-shop interest and guided shoppers in-aisle directly to Golden Blossom Honey.
