Results

BFree Foods

CPG / Retail
Retail Media & Performance Marketing

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At A Glance:

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Executive Summary

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The Challenge:

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Strategic Insights (Q&A)

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BFree Foods
:
The Unified Commerce Performance Method™

BFree Foods

The Unified Commerce Performance Method™
CPG / Retail
Retail Media & Performance Marketing

How Unified Commerce Drove 2.3x Higher ROI

2.3x
Higher ROI vs. Traditional Trade Spend
20x
ROAS on Branded Terms
44%
New-to-Brand Customer Acquisition
5.5x
Blended ROAS Across RMNs

Executive Summary

BFree Foods needed to move beyond the opacity of traditional trade spend. By implementing the Unified Commerce Performance Method™, FFG treated retail shelves like landing pages, orchestrating a synchronized campaign across Walmart Connect and other Retail Media Networks (RMNs). The result was a 100% measurable attribution model and a 64% improvement in ROI, proving that retail media can be a performance channel rather than just a cost of doing business.

The Challenge

For CPG brands, "trade spend" is often a black box—money goes in, and you hope sales come out. BFree needed to break this cycle to scale effectively in the US market. Without granular attribution or real-time data, scaling into new territories was a gamble rather than a calculated strategy. They needed a way to apply the precision of e-commerce performance marketing to the physical retail environment.

The Friction
Traditional visibility was <10%, and optimization happened quarterly, not daily.
The Stakes
Without granular attribution, scaling into the US market was a gamble, not a strategy.
The Opportunity
The Data
Heatmaps showed users missing key CTAs and struggling to navigate product specifications.

The FFG Approach Phase 1

The Platform Selection Matrix
We didn't just spend; we ranked. Using our proprietary matrix, we prioritized platforms based on Attribution Quality and Setup Complexity. We focused our initial investment on Walmart Connect and Target Roundel, where the data visibility allowed for true performance optimization. This ensured we weren't spreading budget thin across unmeasurable channels, but doubling down where we could prove ROI.
Priority 1
Walmart Connect (6.29x Expected ROAS).
Priority 2:
Target Roundel (4.5x Expected ROAS).

Phase 2

The Keyword Velocity Framework
We staged the rollout to fund itself using a tiered keyword strategy. We started by dominating owned "BFree" terms to establish a high-ROAS baseline. From there, we expanded into category terms like "Gluten Free Wrap" to capture volume, and finally moved into lifestyle terms like "Keto Friendly" to drive new-to-brand acquisition, ensuring efficiency at every stage of growth.
Foundation
Owned "BFree" terms (20x ROAS).
Expansion
Captured category terms like "Gluten Free Wrap" (4x ROAS).
Acquisition
Targeted lifestyle terms like "Keto Friendly" (44% New-to-Brand).

Phase 3

The Promotion Multiplication
We coordinated digital spend with in-store promos. By layering RMN Search and Meta Retargeting on top of in-store discounts, we created a surround-sound effect that drove a 2.3x multiplier on sales compared to running the promotion alone. This proved that digital ads don't just drive online clicks; they drive physical store velocity.

The Impact

We proved that RMNs (Retail Media Networks) are performance channels, not just awareness plays.
Efficiency BFree
5.5x Blended ROAS across platforms.
Attribution
100% visibility into the "Halo Effect" (cross-category purchases).
Growth BFree
Validated a scalable model for US expansion.

Strategic Insights (Q&A)

Question
How is this different from traditional retail marketing?
Answer
Velocity. Traditional marketing reviews performance quarterly. We optimize bids and keywords daily, treating Walmart.com exactly like https://www.google.com/search?q=Google.com.
Question
How do you calculate true ROAS in retail?
Answer
We use a composite formula: (Direct Advertised SKU Sales + Halo Effect Cross-Sales + In-Store Lift) / Total Investment.

Ready To
 Accelerate
Your Growth?

Book a free strategy call with one of our growth experts today. In just 30 minutes, you'll gain actionable insights tailored to your business challenges. No generic advice—just strategic direction from seasoned growth leaders.

Schedule your consultation now and unlock growth strategies you can implement immediately.
Let's Talk
Book a free strategy call with one of our growth experts today. In just 30 minutes, you'll gain actionable insights tailored to your business challenges. No generic advice—just strategic direction from seasoned growth leaders.

Schedule your consultation now and unlock growth strategies you can implement immediately.