Pilgrim’s Europe wants to sell more sausages. The FMCG company is midway through an awareness-boosting campaign for its Richmond brand, investing across linear TV, video on-demand (VOD), paid social, out-of-home (OOH) — and retail media.
The firm has allocated budget across the retail media networks of Tesco, Asda, Sainsbury’s and Morrisons for the campaign, according to Chris Doe, FMCG marketing director at Pilgrim’s.
Though the U.S. leads in retail media spending, capabilities and complexity, European and British brands are adjusting their spend to catch up to, and learn from, their American counterparts.
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