Denmark’s largest grocery retail group
How Frisko and Salling Group Retail Media brought trade, marketing, media and retail together in one connected summer activation.
For the full month of July, Frisko and Salling Group Retail Media partnered to create an integrated summer campaign, bringing together Frisko’s Trade and Marketing teams, Publicis, Netto and Playable around one shared initiative.
With July being a high demand period for ice cream, Netto provided the ideal retail environment to connect Frisko with shoppers across digital and physical touchpoints – all the way to the point of purchase.
The ambition for Frisko and Salling Group Retail Media was to go beyond a traditional summer campaign and create a campaign that could connect reach, engagement and the moment of purchase.
At the same time, the campaign brought together Frisko’s Trade and Marketing investments around one shared idea – using Retail Media to create a consistent Frisko presence throughout the shopper journey.
The challenge: How could Frisko own a key seasonal moment while turning consumer attention into meaningful engagement and in-store action?
At the heart of the campaign was a Playable-powered spin-the-wheel experience in the Netto+ app, giving shoppers the chance to win one of 40,000 Frisko ice creams throughout July.
Rather than treating gamification as a standalone experience, Frisko and Salling Group Retail Media built the game into a broader Retail Media campaign across Netto and Netto+’s existing customer base and proven channels:
Netto+ app & push · In-store screens · Digital newsletters · Online catalogue · Meta
Playable’s gamification created a reason for consumers to actively engage and return throughout the month, while Netto’s media ecosystem created broad and repeated Frisko exposure before and during the shopping occasion.
281,000+
unique app members reached
1,280,000
branded customer engagements
87%
redemption rate (nearly 9 in 10 prizes claimed in store)
35,000
prizes (ice creams) collected in-store
The Retail Media setup also delivered strong commercial results, ensuring business impact on the basis of high engagement.
Sales of the promoted Frisko products connected to the Netto+ campaign increased more than 178% compared with the same period last year, while Frisko’s separate tactical in-store screen activation delivered a +256% sales increase versus the comparable period last year.
This illustrates the strength of bringing Trade, Marketing and Retail Media together – connecting brand exposure and consumer engagement with the point of purchase.
Beyond the game, Frisko achieved significant exposure across the wider Retail Media campaign, including 2.77M unique reach and 13.7M viewable impressions through Netto’s in-store screens supporting the campaign.
The result was not only awareness, but repeated exposure, active time with the Frisko brand and a direct connection between digital engagement and the physical retail environment.