Musco Family Olive Company is one of several Channel Bakers' omnichannel clients. Over the course of two years Musco moved their Amazon, Instacart, Walmart and Target retail media advertising management to Channel Bakers.
The Channel Bakers' One Agency solution satisfied all of Musco's retail media cravings.
Overall Wins from 2020 - 2022
Ad
Impressions
Attributed Sales
in RoAS
Instacart CTR
Ad Attributed Sales
Impressions
Stats taken from comparing the last six months of 2022 versus pre-Channel Bakers partnership.
Grown in California with Italian roots, Musco Family Olive Company elevates any dish with its premium quality, bold-flavored olives. This family-run business is committed to sourcing the best olives around the world – from the sunny California fields where black olives thrive, to the warm, Mediterranean hills where the gourmet olives are grown. Musco Family’s Pearls and Early California olives are America’s Favorite Olive.*
Musco Olives found Channel Bakers in 2020, when everything, including olives, was moving online and traditional grocery and CPG brands suddenly found themselves struggling to become online eCommerce experts.
*“America’s Favorite Olive” is based on Musco Family Olive Co. branded retail sales measured by Nielsen data.
Like any CPG brand having to jump into the retail media space, Musco faced some serious challenges:
Every retailer has its own way of doing things. Amazon, Walmart, Instacart, and Target each has their own ad products, UI, rules and regulations, and audience options. What works on Amazon may not work on Walmart Connect. The Musco marketing team was spending a lot of time trying to keep up.
The Musco marketing team quickly found itself buried in the execution details and losing sight of its growth strategy. But handing off operations and media to multiple retailer specific agencies would mean repetitive meetings and loads of reports to shift through.
Musco’s primary reason for expanding its online presence was to meet the shopper where they were shopping. The challenge was to be where the shopper was, but to also create incremental growth and not just shift share from one channel to another.
Optimizing, scaling, and measuring results
Keeping up with the nuances of each retail media channel
Working with multiple agencies required internal time investment
Reaching new in-aisle shoppers
“Our Channel Bakers advertising team works tirelessly to ensure profitable RoAS and keeps very high expectations for themselves as a service provider. They are excited and proactive and always come to me with new products and ideas.”
- Jennifer Vierra, Brand Manager, Musco Family Olive Company
In April of 2020, Musco Olives engaged Channel Bakers to boost sales and take advantage of their winning Amazon marketing strategy. After a string of successful campaigns, Musco quickly saw the value in this partnership and handed Channel Bakers the reins for their other accounts including Walmart, Instacart, and Target.
Right away, the full-service ad agency made sure Musco only had one point of contact, one meeting, one report and one purchase order to deal with. Data was tabulated in a shared doc that Musco’s team could access at any point. It was total and consistent visibility.
Next and most importantly, Channel Bakers strove to optimize every ad campaign and ensure scalable success. The advertising agency’s retail media experts applied best-in-class techniques for each channel, not merely the same approaches ported from channel to channel. Fluidity and budget shifting was a must—if a channel wasn’t profitable or some new feature was available, the Channel Bakers team could move ad dollars where they would be most effective.
One Shared Report
Best-in-Class Recommendations for Each Channel
Flexible and Adjustable Campaigns
“We brought Channel Bakers on to our Amazon business in 2020, since then we have seen a 92% increase in ROA and a 53% increase in revenue from ad spend. For us it made sense to extend their ecommerce advertising management. They knew the business, products, and consumers from all the time and dedication they put into learning our business on Amazon. Extending across other platforms was a natural move.”
“Our Channel Bakers advertising team works tirelessly to make sure the ROAs are profitable and keep very high expectations for themselves as a service provider. They are excited and proactive and always come to me with new products and ideas.”
- Jennifer Vierra, Brand Manager, Musco Olives
“We brought Channel Bakers on to our Amazon business in 2020, since then we have seen a 92% increase in ROA and a 53% increase in revenue from ad spend. For us it made sense to extend their ecommerce advertising management. They knew the business, products, and consumers from all the time and dedication they put into learning our business on Amazon. Extending across other platforms was a natural move.”
“Our Channel Bakers advertising team works tirelessly to make sure the ROAs are profitable and keep very high expectations for themselves as a service provider. They are excited and proactive and always come to me with new products and ideas.”
- Jennifer Vierra, Brand Manager, Musco Olives
We’re passionate about delivering real solutions that provide the outcomes you’re looking for.
