33%
Up to 33% increase in new customer engagement
Reaching consumers beyond existing buyers
Double-digit
Growth in online unit sales
Driven by incremental sales at the retailer
High single-digit
ROAS
Guided by iROAS and traditional ROAS
Thousands
Of digital points of distribution
Where the strategy has since expanded
Summary
How Eggland’s Best achieved double-digit growth in online unit sales.
Eggland’s Best is America’s #1 egg brand, delivering farm-fresh, better-tasting, better-nutrition eggs to consumers across the US for more than three decades. Its eggs have received more than 100 awards and honors for superior taste, nutrition, freshness and variety.
The challenge
Standing out in a tightly packed marketplace
In a competitive, low-cost commodity market, Eggland’s Best needed to differentiate its product while navigating the complexity of selling everywhere from local grocery stores to national chains.
01
A low-cost commodity market
Differentiating the product in a competitive category
02
Selling everywhere
From local grocery stores to national chains
03
Tight budgets
Constraints due to the cost of eggs
The brand also lacked the deep insights necessary to optimize performance and advertising investments across retail media platforms in real time.
With tight budget constraints due to the cost of eggs, and a need to move more units without overspending on consumer acquisition costs, Eggland’s Best required a new commerce strategy: one to drive digital sales in pickup and delivery online while lifting in-store sales, too.
The solution
Winning over new egg-lovers with Retail Media Management
Eggland’s Best partnered with CommerceIQ to implement an AI-powered strategy at one of its largest national retailers. Together, they addressed three challenges:
01
Significant price gaps
02
Reacquiring previous consumers
03
Acquiring new-to-brand buyers
With Retail Media Management in place, the brand targeted consumers who were open to upgrading their egg choices, using insights like search behavior and shopping patterns to optimize marketing efforts.
Eggland’s Best also worked with CommerceIQ to refine its advertising bid structures and keyword strategies, shifting retail media investments from basic terms like “brown eggs” or “white eggs” to more detailed ones involving specific nutrients and cooking behaviors.
Before
With CommerceIQ
Basic search terms
“Brown eggs” and “white eggs”
More detailed keywords
Specific nutrients and cooking behaviors
Limited real-time insight
Lacking deep insights to optimize retail media performance
Behavior-driven targeting
Search behavior and shopping patterns guide marketing
This approach, guided by both incremental return on ad spend (iROAS) and traditional ROAS metrics, led to performance improvements and noticeable unit growth at the retailer, particularly by attracting consumers who hadn’t previously purchased the brand’s products online, creating incremental sales.
The strategy has since been expanded into thousands of digital points of distribution across retail partners.
The results
Breaking into new markets with data-driven insights
Eggland's Best improved keyword targeting, optimized ad spend, and expanded reach across both national and regional retailers. With Retail Media Management and iROAS strategies in place, the brand saw significant growth in household penetration and unit sales, demonstrating the effectiveness of a tailored, data-driven approach to ecommerce marketing.
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