To drive increased sales at UK grocer, Iceland, McCormick launched a successful campaign on Iceland’s In-Store Digital Screen Network powered by PRN.
Campaign Objective
Drive incremental, in-store conversions for McCormick’s French’s mustards and Frank’s hot sauces during peak BBQ season by activating ad content on Iceland’s in-store digital screen network.
Retail Enviroment
The campaign ran across Iceland’s UK grocery stores, leveraging the retailer’s in-store digital screen footprint to reach shoppers while they were actively shopping for BBQ essentials during the summer season. The retailer’s network provided high-frequency, in-market exposure at shelf-relevant moments.
Results
The 9-week campaign with more than 2.1 million attributed impressions shows that well-timed, in-store digital creative can produce measurable, incremental conversion for grocery brands. This is especially true when creative is aligned to seasonality and displayed in high-attention retailer environments:
- 10% sales uplift for the targeted McCormick SKUs during the activation period vs. the equivalent prior period.
- 17% uplift in category transaction share during the activation period (indicating share gain against competing brands).
Research Approach
Attribution relied on point-of-sale transaction data at store level, comparing the activation period to a matched prior period.
Key campaign delivery metrics recorded: ad plays, total hours of screen time, impressions attributed to in-store plays, store-level transactions, percent sales uplift, and percent lift in category transaction share. (All figures provided by campaign analytics and McCormick.)
What this proved for McCormick
- In-store digital screens at Iceland and The Food Warehouse stores moved beyond awareness and delivered real, attributable sales.
- The campaign validated that short, occasion-led creative running in-store during peak demand can shift both sales and category share.
- The approach provides a blueprint for future seasonal activations and for scaling similar tactics across other brick-and-mortar networks.