Retail media at the service of brand partnerships at Suntory Beverage & Food France

Context

Suntory Beverage & Food France is a specialist in refreshing drinks. The company's portfolio includes various brands, each with its own identity, its own clientele and its own positioning. In order to amplify its visibility strategy on a large scale, the company regularly sets up partnerships. Thus, in 2025, the Oasis brand collaborated with the manga One Piece, Schweppes positioned itself as a sponsor of the TV show Top Chef, while Orangina supported the Tour de France. Lucky cart was able to contribute its expertise by developing an e-retail media relay campaign on the e-commerce sites and applications of its partner retailers.

Retail Media x Multi-Retailers x Promogaming®: the winning combination

In 2025, retail media has truly become a must in the marketing mix of brands. It allows brands to establish a final conversation with shoppers, as close as possible to the act of purchase. Thanks to its partnerships with major French food retailers, Lucky cart allows brands to deploy this voice across the country.

For this campaign, Suntory Beverage & Food France and Lucky cart collaborated with the brands Carrefour and Intermarché to launch 3 waves of operations on their web, mobile and app e-commerce channels. For one to two months, banners in brand colors, designed internally by the Lucky cart teams, were deployed at strategic locations along the shopper journey: homepage, search results, dedicated store page, category pages (drinks and savory groceries). In order to reinforce the massive effect of the campaign, relayed on other media such as linear and connected television, the same artistic direction was used within both brands, while adapting each banner format according to the technical and graphic specificities of the brands' sites and applications.

The campaign calendar followed the highlights of the partnerships, in particular the television broadcast of Top Chef or the Tour de France summer event. This strategy of moments dedicated to each brand makes it possible to reinforce the exposure of the campaign over a strategic period, and therefore to obtain the best performances by avoiding the potential effects of cannibalization.

In order to further boost shopper engagement, the Promogaming® lever, specific to Lucky cart, was integrated into activation. For the purchase of eligible products, shoppers had the opportunity to win a refund for their groceries through a game triggered after order validation. A simple gamification of the buying journey that makes it possible to bring a fun and attractive dimension to the campaign, and ultimately to the brand promoted, while offering a significant reward for consumers' purchasing power.

The combination of these different levers has allowed Suntory Beverage & Food France's campaigns to obtain very good results, both in terms of visibility and conversion. The partnership between Suntory Beverage & Food France and Lucky cart has continued to be written since 2022, throughout the brand activation calendar, and we are already eager to share with you the future activations planned in 2026!

{{chiffres}}