McCormick’s, home to brands including French’s Mustard and Frank’s RedHot, wanted to understand whether Iceland’s in-store digital screen network could drive measurable, incremental sales in a competitive grocery environment. The objective was to use high-impact creative during the peak BBQ season to influence shoppers close to purchase and prove the value of retail media beyond awareness.
Threepipe Reply activated eye-catching creative across Iceland’s in-store digital screens, aligning messaging to seasonal BBQ demand and placing the brands directly in front of shoppers at the point of purchase. Activity ran for nine weeks and was measured against an equivalent pre-period to understand the relationship between screen exposure, transactions and sales uplift at store level.
Hours of content plays across the store network
Shopper impressions delivered
Sales uplift during the activation period
Growth in category share of transactions
The activation demonstrated that in-store retail media can drive measurable incremental sales, not just visibility. Results strengthened confidence in Iceland’s screen network as a performance channel and created momentum for broader retail media expansion in future seasonal moments.
