Precisely Planned in the Frozen Food Segment: How iglo King Prawns Find Their Way Onto the Shopping List
iglo is the gold standard for quality in the frozen food aisle and an indispensable part of household planning. To strengthen iglo King Prawns as a premium option in the seafood category, the brand relied on targeted placement within the Bring! App. By using native advertising formats during the active creation of shopping lists, the brand ensured that the prawns were present as the preferred choice at the exact moment of the purchase decision.
Objectives: Presence at the Decisive Moment
With the placement of the prawns, iglo pursued two essential core goals:
Maximum Relevance During Shopping Preparation: The brand aimed to be present exactly where consumers formulate their needs and set the course for their next purchase.
Efficient Planning Support: Seamlessly transferring purchase interest to the digital shopping list to minimize the barrier between digital contact and physical purchase.
Results
+1,2 Mio.
impressions were generated during the campaign.
0.17 %
was die Engagement rate.
+2.100
Engagements were generated
01.12.-31.12.2025
was the campaign period
Austria
The campaign was played out in Austria.
Sponsored Product: The Direct Answer to Search Demand
The Sponsored Product within the Bring! App served as a precise instrument to anchor iglo King Prawns firmly in the target group's planning process. Through placement as a native element, the product organically becomes part of the digital shopping routine.
As soon as users searched for terms like shrimp, seafood, or fish, iglo appeared as a highlighted tile. A simple click was enough to select the desired variety in the detailed view and add it directly to the list. This mechanism ensures that iglo King Prawns are suggested as a solution exactly when the user demonstrates a concrete purchase intent.
“By placing our products in the Bring! App, we reach our target group exactly at the moment the decision for a product is made: during shopping planning. The integration of iglo prawns into this process ensures that our brand is present as a high-quality solution for the next meal and ends up easily on the shopping list.”
Category Lead: Dominance in the Frozen Food Category
The Category Lead provided additional wide-reaching visibility. This format acts as a prominent eye-catcher at the top of the respective category, guaranteeing that the brand is noticed immediately while browsing the app.
By placing the banner in the relevant product environment, users were engaged immediately upon opening their preferred category. This led to a significant increase in brand presence: the conspicuous placement secured unmistakable attention for iglo King Prawns and established them as a top option for the upcoming shopping trip.
Conclusion: Maximum Relevance in the Digital Planning Process
The campaign for iglo King Prawns highlights how crucial presence in the digital preparation phase is for modern FMCG brands. Through the combination of targeted Search Activation (Sponsored Product) and dominant visibility in the specialized category (Category Lead), iglo successfully positioned its prawns as a top choice for the next purchase.
