A better-for-you collagen brand with strong Whole Foods Market distribution was trying to build new-to-brand awareness for their collagen drink mix. They wanted to prove that upper-funnel retail media could deliver measurable incremental business results.

Drive incrementality across Whole Foods Market, drive in-store awareness and new-customer acquisition, and measure real business impact. The goal was sales lift and new-to-brand acquisition, not media delivery alone.

Cartograph built a full-funnel Whole Foods activation. In-store digital signage ran across 456 WFM locations in 43 states, delivering 30.8M impressions of top-of-funnel exposure right at the point of purchase, paired with a programmatic DSP campaign targeting an Amazon Grocery collagen audience.

We set incrementality KPIs before launch — sales lift versus a control group, new-to-brand rate, and pre/during/post sales — so the campaign was judged on business impact, not delivery. A post-campaign audience of signage-exposed shoppers was then built for DSP retargeting to extend the investment beyond the initial flight.