Case Study: Large Food Manufacturing Company boosts marketing effectiveness with IRI

Large Food Manufacturing Company - Customer Case Study

Large Food Manufacturing Company worked with IRI to break down silos between its top-down strategic marketing planning and bottom-up campaign execution. The company wanted a way to combine cross-channel brand portfolio insights with individual campaign outcomes to improve marketing effectiveness across the organization.

IRI used its integrated marketing mix and lift solutions to support both strategic and tactical decisions, informing brand planning and campaign optimization. With IRI’s help, the company improved TV flighting, shifted to a stronger digital media strategy, increased national TV spend, and reallocated budget toward digital for a new product launch; once campaigns were live, IRI’s sales lift solution helped identify poor-performing tactics, pinpoint the creative elements driving the most lift, and focus spend on the highest-performing components.