The Smart Cube helps a major frozen food producer isolate the impact of COVID-19 to understand true incremental and ROI of media levers

Business challenge

The COVID-19 pandemic had a huge impact on every industry. In particular, supermarket sales went through the roof as restaurants closed their doors. And frozen food products specifically saw a massive surge in demand due to their longevity.

This situation presented our client, a large frozen food manufacturer in Europe with a unique challenge. The company wanted to ensure its marketing mix was optimised to take advantage of the opportunity, but that meant finding a way to separate the sales driven by natural demand and the impact of COVID-19, from those driven by the results of its marketing…

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