Co-op partnered with GumGum to boost summer food engagement and raise awareness of its Local Community Fund with targeted, high-impact ads.

Increase in brand perception of “offering quality foods”

+3 pts

Improvement in brand trustworthiness perception

+4 pts

Rise in spontaneous mentions among target audience

+7pts

Challenges

Co-op aimed to boost engagement around its summer food products, such as barbeque and ice-cream items, and enhance awareness and perception of its Local Community Fund. The campaign targeted environmentally and socially conscious consumers, seeking to elevate Co-op's reach relative to competitors like Aldi, Tesco, and Asda.

Methodology & Strategy

GumGum employed four high-impact ad formats—Desktop Skin, In-Screen Expandable, In-Image Expandable, and Mobile In-Screen Frame—leveraging its contextual intelligence platform, to place ads within relevant environments across lifestyle news, entertainment, and food & drink content

Performance & Results

GumGum’s contextual finesse, coupled with high-impact creatives, paid off as the Co-op summer campaign outperformed key benchmarks on engagement, dwell time, viewability and attention quality.

Finding Co-Op’s Audience

Utilized GumGum Contextual to align ad placements with content appealing to environmentally and socially conscious audiences. Targeted premium online publications with large audiences, including BBC Good Food, Ideal Home, Woman & Home, Time Out, and Empire magazine.

Audience Engagement

Deployed compelling creatives highlighting Co-op’s community initiatives and summer product offerings. Ensured ad placements within contextually relevant content to maximize engagement and resonance with the target audience.

94.56%

Viewability for In-Screen Expandable units, surpassing the 85% benchmark

43.80 seconds

Average dwell time for Desktop Skins, exceeding the 30-second benchmark

31.95%

MOAT Attention Quality Score, outperforming the 29.6% benchmark