6 April 2026

TEST-04/09

When launching Cécémel Protein in Belgium, the brand deployed a large-scale national campaign across multiple traditional media channels, including TV, OLV, social media and DOOH, to build awareness and drive trial.

To further strengthen the campaign impact and connect with shoppers closer to the point of purchase, Cécémel Protein added a Retail Media layer with MMD, combining in-store and online activations with the broader media strategy.

Together with Kantar, MMD conducted an impact study to measure the effectiveness of this omnichannel approach and evaluate the incremental contribution of Retail Media in terms of brand lift and sales lift.

6 April 2026

TEST

Launching a new product requires more than generating awareness: it is about creating strong brand consideration and turning consumer interest into measurable business results.

At MMD, we strongly believe in the complementary role of Above-The-Line media and Retail Media. But the key question remains: what is the concrete impact of combining both approaches on brand performance and incremental sales?

To answer this question, MMD partnered with Cécémel Protein to measure the contribution of Retail Media within the overall launch campaign through a dual approach:

  • Evaluate the impact of Retail Media on key brand KPIs, including awareness and consideration.
  • Measure the incremental sales contribution generated by Retail Media activations.
  • Understand how Retail Media complements traditional media channels to maximize the effectiveness of an innovation launch.

Opsomming:

  1. punt één
  2. punt twee
  3. punt drie

Solution

Solution

Innovation Pack :

  • Dedicated e-mail - 100.000 contacts - Target Cécémel buyer + Sport & Health Category
  • Online Visibility– Pack Small – 2 weeks
  • Offsite Display – 400.000 impressions
  • Push product for free Delivery – 1 week
  • Digital Signage Entrance - Network small– 1 week - 100 screens
  • Stopper small Pack Large – 4 weeks
SEE HERE