Health-Ade Kombucha, a leader in the functional beverage space, partnered with Paradox Retail and Mogl to activate its first offsite campaign through Kroger. Focused on driving incremental sales and expanding its footprint at Kroger, Health-Ade leaned into the retailer’s powerful audience segments to reach high-intent shoppers during a key buying period.

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Challenges

Paradox and Health-Ade’s Goals Were Clear: Grow retail sales by reaching incremental buyers, households who weren’t already purchasing Health-Ade, at Kroger. With rising competition in the kombucha space, the brand needed a strategy that would avoid current brand buyers and focus squarely on expanding its buyer base.

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Solutions

Mogl, in partnership with Paradox Retail, activated a performance-focused retail campaign by tapping into Kroger’s first-party data through The Trade Desk.‍

• Retail Media Strategy: Launched Health-Ade’s first offsite Kroger campaign using display and native placements to reach high-intent shoppers across the open web.
• Data-Driven Targeting: Utilized Kroger’s weekly-refreshed audience segments, allowing for up-to-date targeting based on real purchase behaviors.
• Audience Segmentation: Built and activated six custom segments, from Competitive kombucha buyers, Lapsed Health-Ade buyers, Organic product shoppers, and more.
• Optimization for Incrementality: Excluded existing brand buyers to focus solely on new and lapsed shoppers, aligning with Health-Ade’s retail growth goals.
• Performance Prioritization: Mid-flight, the team optimized by shifting budget to the best-performing ad groups, helping boost ROAS and overall campaign efficiency.

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Key Stats

• $7.81 ROAS: Delivered strong return on ad spend, driving $463K in attributed sales
• 19% New to Brand: Nearly one in five sales came from entirely new buyers
• 7.6M New Households: Scaled efficiently by excluding current brand buyers

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Conclusion

By combining Kroger’s rich shopper data with the collaborative power of Mogl and Paradox Retail, Health-Ade was able to drive real retail impact—acquiring new customers, re-engaging lapsed buyers, and scaling sales with precision. The success of this campaign showcases the value of data-driven offsite retail media and sets the stage for continued growth through high-performance partnerships.

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