Frozen Food Brand Generates $1.2M in Sales by Re-Engaging Lapsed Shoppers Through Retail Data and CTV

A nationally recognized frozen food brand partnered with Strategus to increase household penetration and drive incremental sales by reconnecting with lapsed and lost shoppers. These audiences included buyers who had not purchased in the past 6 to 12 months, as well as new households. Using verified Walmart and Circana retail data, the campaign targeted high-intent frozen food buyers, households with children, and competitive brand shoppers across key DMAs.

The media plan was structured into two seasonal waves: February through May and August through November. A cross-channel mix of Connected TV, OTT, online video, and display was used to reach and influence consumers. By combining precise retail data with broad omnichannel reach, the campaign successfully guided shoppers toward purchase, both online and in-store.

Performance was tracked and visualized via Strategus’ proprietary reporting portal including metrics on foot traffic attribution, website visit attribution, Circana purchase attribution, and Walmart sales, in-store and online. In the first quarter alone, the campaign delivered over 7.9 million impressions, generated 2,568 clicks, and nearly 19,500 post-view website visits—primarily to recipe and product pages. It also drove more than 1.18 million foot traffic visits to grocery stores that carry the frozen goods and resulted in over 11,000 tracked purchases, totaling $66,301 in sales via Circana. Notably, 25% of those purchases came from lapsed and lost consumers.

The Walmart-specific activation further reinforced the power of precision targeting, generating $294,020 in tracked purchases from just over 2 million impressions—resulting in a 6.4X return on ad spend (ROAS), with lost and lapsed consumers achieving an even higher ROAS of 8.5X. Walmart accounts for 21% of the grocery market and Circana accounts for about 9%, meaning that the results from Walmart and Circana can both be extrapolated to show even greater ROAS than what was physically tracked through this campaign. With $294,020 in revenue tracked from Walmart and $66,301 from Circana accounting for less than 30% of the total grocery market, we can extrapolate that roughly $1.2 million in total revenue generated across all markets.

Overall, the campaign demonstrated that reactivating past purchasers and leveraging high-intent competitive audiences can significantly drive incremental growth, both online and in-store. The integrated use of first-party and retail data, paired with omnichannel media, proved highly effective in moving shoppers through the path to purchase.