Red Baron is a pioneering frozen pizza brand, beloved by millions of families for decades. Joining forces with Roku and Kroger Precision Marketing, Red Baron launched a campaign to attract new, recent and lapsed buyers while measuring sales and improving customer reach.
With new brands emerging all the time, the frozen pizza aisle has never been more crowded. In this environment, Red Baron wanted to boost brand awareness, convert fans of competing pizza brands, reach their current buyers, while also winning back lapsed customers.
By taking advantage of Roku’s collaboration with Kroger Precision Marketing (KPM), Red Baron planned to leverage matched sales and advertising data to identify new lanes for reaching their ideal customers.
In selecting partners for the brand’s recent streaming campaign, Roku’s reach as America’s #1 TV streaming platform combined with KPM’s insights into 62 million households made a campaign a no-brainer for the captain of the frozen pizza aisle.¹ The process started by using deterministic purchase data from KPM to reach relevant households. Red Baron ran a two-month campaign with premium video streaming ads on the Roku platform, encouraging friends and families to “Share Something Awesome.”
After the campaign, Roku matched ad exposure data with KPM sales data to assess the campaign’s holistic impact.
Aided by KPM’s deterministic reach, Roku drove sales and household penetration uplift for Red Baron. The campaign resulted in a 9.1% total uplift in household penetration, 48% increase in household penetration uplift among lapsed Red Baron buyers, and nearly 7% sales uplift for the brand during the measured period. Lastly, Roku viewers exposed to the campaign spent 5 times more on Red Baron.²
“Red Baron Pizza delights in helping our customers Share Something Awesome, whether that be a pizza itself or the moments that are exchanged while eating it. By partnering with Roku and Kroger Precision Marketing, we were able to boost brand penetration and drive sales, while sharing the learnings so that we can keep delivering pizza the whole family loves.” – Maddie Essman, Senior Marketing Manager, Schwan’s Company
The campaign also delivered novel customer insights. With the help of KPM’s holistic category analysis, Red Baron gained a detailed view of the streaming behaviors of its customers. In addition to learning that their desired audiences are streamers, Red Baron was able to dig into the specific types of content that their audience enjoys, gaining valuable information for future campaigns.
All told, Red Baron estimates that these new household exposures will represent $3.3M in lifetime value for the brand.³ For this legacy brand, reaching customers through streaming proved to be a winning strategy and demonstrated the value available to advertisers who combine the reach of TV streaming with Roku’s data partnerships.
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¹ By hours streamed, Hypothesis Group
²¯³ Kroger Precision Marketing, 2022 | Campaign dates: Oct – Nov, 2022