Case Study: General Mills boosts cross-promotion and incremental sales with Ibotta

How General Mills Increased Cross-Promotion & Incremental Sales

General Mills, a major CPG company, sought to increase cross-promotion across its extensive brand portfolio and acquire new customers during the key Back-to-School shopping season. The challenge was to drive incremental sales and build brand loyalty in a competitive market where shoppers were actively seeking deals. To achieve this, they partnered with the vendor Ibotta and leveraged its Performance Network (IPN).

Ibotta's solution involved implementing a targeted campaign on the IPN that offered promotions and a bonus for purchasing multiple General Mills brands. This strategy successfully incentivized shoppers to add more products to their baskets. The results were significant: General Mills saw a 25.5% increase in the number of products per basket and 92.9% of redeemers were new to a product category. Following the campaign, Ibotta also helped measure an 85% incremental sales lift for a subsequent Totino's campaign, proving the direct impact of their efforts.

General Mills

KC Glaser

Senior Manager of Loyalty Rewards