Leap Media Group, Giant Eagle’s best-in-class and self-built retail media network, and Chicory, the leading contextual commerce advertising platform, are proud to announce their strategic partnership aimed at expanding Leap’s advertising capabilities and driving growth for CPG brands. Chicory’s cutting-edge contextual advertising solutions are now included in Leap’s curated portfolio of experiences. This collaboration provides Leap clients with access to commerce-enabled advertising tactics that engage high-intent shoppers within off-platform recipe content.
“We created Leap to help CPG brands better engage with and improve their customers’ shopping experience, and our partnership with Chicory is helping us do so at an even greater capacity and scale,” said Joell Robinson, Giant Eagle Senior Director, Leap Media & Sales. “We’re thrilled to be integrating Chicory’s unique approach to commerce advertising with Leap, so we can help our brand partners provide highly engaging, relevant ads to their customers, and facilitate a streamlined shopping experience, all in a privacy-conscious way.”
Chicory’s proprietary Contextual Recipe Targeting transforms recipe content into precise advertising opportunities without relying on cookies or other digital identifiers. The contextual recipe placements reach both existing and new shoppers at the moment of inspiration when they are most receptive to trying new products and brands. Paired with Chicory’s shoppable technology, these advertisements enable Leap to drive incremental sales opportunities for its CPG clients. This will come to fruition quickly as Leap integrates Chicory’s solutions into Giant Eagle’s holiday omnichannel packages this year.
Leap’s omnichannel experience encompasses Giant Eagle’s online properties, apps and more than 470 stores. Chicory adds over 5,200 recipe sites to this experience, empowering Leap clients to expand their reach and target new shoppers off-platform. With access to a broader audience, CPG brands partnering with Leap have opportunities to increase brand affinity, drive commerce and accelerate growth.
“We’re honored to partner with Leap Media Group, a progressive player in the retail media space, as its premiere contextual commerce provider,” said Yuni Baker-Saito, Chicory CEO and co-founder. “Our teams share a passion for innovation and a desire to redefine how the grocery industry advertises. Together, we’re providing more advanced advertising and measurement capabilities, and making effective cookie-less tactics more accessible for CPG brands.”
As part of the partnership, the Leap and Chicory teams collaborated on a direct API integration for a seamless add-to-cart and checkout experience for shoppers in Chicory’s recipe network. Additionally, Leap is now providing Chicory with closed-loop measurement, equipping brands in Chicory’s network with additional insights that can help them optimize their advertising campaigns.
The Leap-Chicory partnership comes amid rapid retail media expansion in an increasingly privacy-conscious advertising environment. Retail media networks looking to stay competitive in this landscape are embracing alternative targeting solutions that scale, like contextual commerce.
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