The challenge: standing out in the milk aisle.
The plant-based milk aisle is full of choices. Many shoppers already have a favorite brand and buy it out of habit. MALK wanted to change that by giving shoppers a clear reason to try its products or buy more of them.
One strategy for three types of shoppers.
ShopKeys built the campaign around three shopper groups. Each group received an offer designed to encourage a specific action.
Rewarded for spending more than usual — encouraging larger baskets and higher spend.
Received a simple “Buy 1” offer — making it easy to try MALK for the first time.
Received a “Buy 1” offer with a higher points reward — making switching to MALK more appealing.
Why purchase-based targeting worked.
Instead of using one offer for everyone, ShopKeys helped MALK give each audience a relevant reason to choose the brand. The campaign was designed to drive more purchases from current customers, first-time trial from new shoppers, and switching from competing brands.
The results continued after the campaign ended, showing that the strategy helped create lasting buyer momentum — not just a one-time spike.