Equity, Soft Cakes, Pinsa: how Harrys activated its three ranges in a single retail media campaign

A portfolio to orchestrate, not just to promote‍

The complexity of the Harrys brief was less about the size of the brand than about the diversity of its challenges:

• The Equity range, present across all consumption moments throughout the day, didn't need to be introduced: it is the 6th best-selling FMCG brand in France, with 5.4 purchase acts per second every day of the year. It needed to be defended and strengthened.
• The new Soft Cakes range targets a very competitive market, focusing on a specific moment - the after-school snack - with a family and children audience. A new segment where Harrys is positioning itself as a challenger against well-established players.
• Pinsa, meanwhile, targets the meal and sharing occasion, with a single SKU and a strong need for consumer education. It is a product still largely unknown, requiring work to build awareness of its uses.

Lucky cart therefore designed a campaign capable of speaking simultaneously to these three universes, building on the natural logic of the online shopping journey.

Three visuals, three categories, one brand identity‍

The activation was built around three banner variations, created by Lucky cart's brand studio, each highlighting one of the Harrys ranges and associated with a specific category on Courses U: Breakfast and Sandwich Bread for the Equity range, Soft Cakes for the Soft Cakes range, and Pastry & Pizza Dough for Pinsa.

This category-by-category approach allowed shoppers to be reached at the most relevant moment in their browsing, with a message directly aligned with their purchase intent. Banners were deployed on category pages, in search (with range-specific keywords) and on a dedicated multi-range brand page, offering full immersion in the Harrys universe.

Over 58 days, the campaign on Courses U was simultaneously relayed at Intermarché and Carrefour, leveraging Lucky cart's coverage across 90% of French food retail chains to maximise the cross-retailer repetition effect.

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A personalised purchase threshold for every shopper‍

Beyond visibility, the campaign integrated a gamified mechanic embedded in the purchase journey: shoppers could win a full refund of their groceries by buying a certain number of Harrys products. The game was triggered automatically after order confirmation, with the shopper instantly finding out whether they had won - no added friction.

The central innovation of the campaign lies in the personalisation of the eligibility threshold: it was not the same for every shopper, but calculated individually based on the analysis of their previous purchase receipts, using Lucky cart's data science and machine learning capabilities. A dynamic profile was built for each shopper, updated continuously throughout the campaign, to constantly optimise the relevance of the mechanic and shopper engagement.

The result: every shopper was presented with a purchase effort calibrated to their actual behaviour, maximising both participation and incremental sales.

Results that prove the impact of category-specific creative‍

The campaign generated 2.5 million impressions on the Courses U website and app, with an exposed ROI of 10.3x and a repurchase rate of 17.7% within 15 days post-campaign.

The most striking insight comes from the comparison with a similar campaign run in June 2025, without visual variation across categories: moving to three adapted creatives drove a +87.5% improvement in overall CTR, and multiplied the click-through rate by 12 on the Breakfast category alone. On the incremental side, ROI was multiplied by 2.3 and the new customer recruitment rate grew by +42.5%, rising from 21.9% to 31.2%.

Concrete proof that in retail media, category-level creative relevance and individual personalisation are not marginal improvements ; they structurally change campaign performance.

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