Case Study: Tesco drives premium ice cream growth with dunnhumby retail media

Tesco drives 17% of brand sales with Dunnhumby

A premium ice cream brand partnered with Dunnhumby and its customer Tesco to build awareness and accelerate sales in the competitive UK market. The challenge was to establish the new, lower-calorie brand and drive relevance with UK shoppers in a crowded category.

Using its customer insight and media capabilities, Dunnhumby identified and activated priority audiences through a data-led, multichannel retail media campaign. The solution drove rapid impact, making the brand Tesco’s second-largest luxury ice cream brand within six months. The campaign delivered 95 million impressions, engaged 66% of customers who were new to or lapsed from the category, and achieved a 16% coupon redemption rate, with 17% of all brand sales driven by the launch.

Tesco