Good gut. Smart data.

Client:

Health-Ade Kombucha

Services:

Offsite Media via The Trade Desk

Year:

2025

Overview

Health-Ade partnered with Paradox Retail and Mogl to launch its first offsite retail media campaign through Kroger. The objective: use Kroger’s powerful first-party shopper data to reach incremental buyers, households not currently purchasing Health-Ade, during a key seasonal buying period. By focusing on strategic audience expansion, the campaign aimed to drive measurable sales growth and deepen footprint within the retailer.

$463K

in attributed sales

$7.81

ROAS driven by efficient, targeted offsite media

19%

new-to-brand sales

7.6M

new households reached

Challenge

Health-Ade needed to grow household penetration, gain share, and reach lapsed buyers at Kroger. The premium beverage category is competitive, so the campaign required precise targeting, data-led optimization, and a strategy built around reaching new shoppers, not just high-frequency buyers.

The Opportunity

With Kroger’s verified purchase data and The Trade Desk’s offsite inventory, Health-Ade had a unique opportunity to:

Reach new households beyond Kroger’s owned channels
Target competitive and category-adjacent shoppers with high intent
Exclude current customers to ensure true incrementality
Maximize return through performance-led creative and media optimization

This approach created a path for efficient expansion and measurable growth.

Goals

Drive strategic buyer acquisition by targeting and converting high-value consumers.
Focus on acquiring a mix of new-to-brand (NTB) buyers and high-potential competitor brand switchers.
Expand household penetration during a high-value purchase window
Execute Health-Ade's inaugural test of this dual-segment, competitor-focused targeting strategy.

Solution

Retail Media Activation

Launched Health-Ade’s first offsite Kroger campaign via The Trade Desk, using display and native placements across the open web.

Data-Driven Targeting

Leveraged Kroger’s weekly-refreshed audience segments to reach shoppers based on verified buying behavior.

Custom Audience Segmentation

Developed high-value shopper groups, including:
• Competitive kombucha buyers
• Organic and premium product shoppers
• Lapsed Health-Ade buyers

Incrementality Focus

Excluded known Health-Ade purchasers to concentrate spend entirely on new and lapsed shoppers.