How Unilever Used Retail Data to Optimize Offers and Drive Meaningful KPIs

Unilever’s iconic ice cream brands, Breyers and Ben & Jerry’s, made a lot of new friends in early 2020. But how could they keep these new households coming back? Unilever worked with Kroger Precision Marketing to align campaign KPIs to each brand’s unique business need: grow household penetration (Breyers) and grow units per visit (Ben & Jerry’s). KPM’s targeting science allowed Unilever to identify the relevant households and optimize different offers across multiple touchpoints. As a result, Unilever increased household penetration for Breyers by 10% and grew units per visit for Ben & Jerry’s by 7%.