Launching a challenger brand drives category growth
A premium, lower-calorie ice cream brand partnered with Tesco to build awareness and accelerate sales in a competitive UK market.
17%
of brand sales were driven by the launch campaign
95 million
impressions delivered & 18.2 million customers reached
A differentiated brand entering a crowded category
A fast-growing international brand, known for its lower-calorie, higher-protein proposition, expanded into the UK to tap into rising demand for healthier indulgence. While it had strong momentum abroad, it needed to establish awareness and relevance with UK shoppers.
A shared ambition to grow both brand and category
Working closely with Tesco and dunnhumby media, we set out to deliver a data-led, multichannel launch. The focus was clear: drive awareness and sales for the brand while generating incremental growth for the wider ice cream category.
Insight-led targeting to reach high-value audiences
Using dunnhumby’s customer insight and media capabilities, we identified and activated priority audiences – including shoppers new to or lapsed from the category. Close alignment on objectives ensured the campaign was both targeted and measurable.
A campaign that delivered rapid impact
The data-driven approach enabled the brand to scale quickly while contributing to category growth:
The results
The results
Rapid rise to category leadership
Became Tesco’s second-largest luxury ice cream brand within six months and the UK’s third-largest within a year.
New and lapsed shoppers engaged
Engaged 66% of customers who were either new to or previously lapsed in the category.
At-the-till conversion
Achieved a 16% ‘coupon at till’ redemption rate, driving immediate sales impact.
A model for scalable retail media success
By combining data-led targeting, strong retailer collaboration and retail media activation, the campaign delivered fast, measurable impact – proving how brands can accelerate growth while driving incremental value for the category.
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