Dr Praeger’s: Retail Product Launch.

In a saturated market, volume tactics were burning budget without building brand. We rebuilt the existing retail strategy from audience logic up — proving precision is the clearest path to creating value.

Client

Dr Praeger’s

Role

Media Strategy, Media Planning, Buying & Optimization

Paid Media Campaign

Audience & Culture Mapping

Key Takeaway

Precision wins in crowded categories. High-intent targeting with geographic overlays and signal-based optimization delivered 5.6x ad recall and +5% awareness lift — proving smart spend scales better than loud spend.

Context

Plant-based rush, crowded shelves.

Dr. Praeger’s hit the classic challenger wall: premium product, oversaturated category, every competitor fighting for the same eyeballs. Their “Veggie Heroes” campaign needed to break through the plant-based noise — and prove measurable lift to skeptical stakeholders.

Rising CPMs and audience fatigue meant traditional awareness plays were burning budget without building brand. The mandate was clear: show up smarter, not louder.

Approach

Where broad targeting fell short.

The vegan-adjacent goldmine

Audience data revealed our highest-value prospects didn’t identify as vegan at all. Sustainable living and organic food enthusiasts represented 3x the targetable universe — with stronger intent and far less saturation than traditional dietary segments.

The vegan-adjacent goldmine

Audience data revealed our highest-value prospects didn’t identify as vegan at all. Sustainable living and organic food enthusiasts represented 3x the targetable universe — with stronger intent and far less saturation than traditional dietary segments.

The vegan-adjacent goldmine

Audience data revealed our highest-value prospects didn’t identify as vegan at all. Sustainable living and organic food enthusiasts represented 3x the targetable universe — with stronger intent and far less saturation than traditional dietary segments.

Proximity beats preference

Purchase behavior mapped more closely to Whole Foods proximity than dietary self-identification. This insight shifted targeting from lifestyle labels to geographic logic — turning store-distance overlays into a performance unlock.

Proximity beats preference

Purchase behavior mapped more closely to Whole Foods proximity than dietary self-identification. This insight shifted targeting from lifestyle labels to geographic logic — turning store-distance overlays into a performance unlock.

Proximity beats preference

Purchase behavior mapped more closely to Whole Foods proximity than dietary self-identification. This insight shifted targeting from lifestyle labels to geographic logic — turning store-distance overlays into a performance unlock.

Multi-screen reality check

Cross-channel viewing behaviors showed video consumption patterns were not interchangeable. YouTube was for discovery, CTV for immersion, and social for proof — each requiring format-specific creative to drive cohesive performance.

Multi-screen reality check

Cross-channel viewing behaviors showed video consumption patterns were not interchangeable. YouTube was for discovery, CTV for immersion, and social for proof — each requiring format-specific creative to drive cohesive performance.

Multi-screen reality check

Cross-channel viewing behaviors showed video consumption patterns were not interchangeable. YouTube was for discovery, CTV for immersion, and social for proof — each requiring format-specific creative to drive cohesive performance.

Solution

From chaos to surgical precision.

Signal-driven audience architecture

We built high-intent audience segments using AND logic across demographic, behavioral, and geographic signals — then optimized continuously against real-time feedback to maintain precision at scale.

Signal-driven audience architecture

We built high-intent audience segments using AND logic across demographic, behavioral, and geographic signals — then optimized continuously against real-time feedback to maintain precision at scale.

Signal-driven audience architecture

We built high-intent audience segments using AND logic across demographic, behavioral, and geographic signals — then optimized continuously against real-time feedback to maintain precision at scale.

Video where it converts

Format-specific video was orchestrated across YouTube, Connected TV, and social — matching message to medium while maintaining narrative consistency across the campaign.

Video where it converts

Format-specific video was orchestrated across YouTube, Connected TV, and social — matching message to medium while maintaining narrative consistency across the campaign.

Video where it converts

Format-specific video was orchestrated across YouTube, Connected TV, and social — matching message to medium while maintaining narrative consistency across the campaign.

Turning signals into advantage

Format-specific video was orchestrated across YouTube, Connected TV, and social — matching message to medium while maintaining narrative consistency across the campaign.

Turning signals into advantage

Format-specific video was orchestrated across YouTube, Connected TV, and social — matching message to medium while maintaining narrative consistency across the campaign.

Turning signals into advantage

Format-specific video was orchestrated across YouTube, Connected TV, and social — matching message to medium while maintaining narrative consistency across the campaign.

Performance amplification engine

We developed systematic testing protocols to identify breakthrough creative combinations — then scaled winners across channels while protecting measurement integrity and strategic focus.

Performance amplification engine

We developed systematic testing protocols to identify breakthrough creative combinations — then scaled winners across channels while protecting measurement integrity and strategic focus.

Performance amplification engine

We developed systematic testing protocols to identify breakthrough creative combinations — then scaled winners across channels while protecting measurement integrity and strategic focus.

Results

Precision wins where volume fails.

Precision isn’t just efficient — it’s directional fuel for brand growth.

Precision isn’t just efficient — it’s directional fuel for brand growth.

Precision isn’t just efficient — it’s directional fuel for brand growth.

Precision isn’t just efficient — it’s directional fuel for brand growth.

High-intent audience architecture scaled brand lift without budget waste — creating a repeatable model for future growth.

High-intent audience architecture scaled brand lift without budget waste — creating a repeatable model for future growth.

High-intent audience architecture scaled brand lift without budget waste — creating a repeatable model for future growth.

Geographic precision unlocked conversion efficiency that demographic targeting alone couldn’t reach.

Geographic precision unlocked conversion efficiency that demographic targeting alone couldn’t reach.

Geographic precision unlocked conversion efficiency that demographic targeting alone couldn’t reach.

+6x

Ad recall vs. control

+181%

Landing page visits vs. benchmark

+73k

Store visits vs. prior campaign

Unlock value
creation.

Let's build a machine that moves as fast as your market.

Start here

Unlock value
creation.

Let's build a machine that moves as fast as your market.

Start here

Unlock value
creation.

Let's build a machine that moves as fast as your market.

Start here

Unlock value
creation.

Let's build a machine that moves as fast as your market.

Start here

© 2025 Moving Parade. All rights reserved.

Terms of Service

Cookies Settings

© 2025 Moving Parade. All rights reserved.

Terms of Service

Cookies Settings

© 2025 Moving Parade. All rights reserved.

Terms of Service

Cookies Settings

Let's Talk

Let's Talk