InMarket spotlights six brands for sales-driven campaigns

InMarket has named Olly, The Laughing Cow, Welch's, Bob Evans Farms, and Monkey Shoulder & Tullamore D.E.W. among the leading campaigns in its Breakthrough Outcomes Report, recognising them for sales results tied to consumer-targeted marketing activity.

The report identified six brands across consumer packaged goods, beverages, and over-the-counter products. It said the selected campaigns delivered outcomes including up to USD $1.5 million in incremental sales, up to USD $11.43 in incremental return on ad spend, a 23.3% incremental lift, and a 3.6% sales lift.

According to the data, Welch's and Olly each recorded USD $1.5 million in incremental sales. Bob Evans Farms generated more than USD $1.1 million, while The Laughing Cow delivered USD $58,000. Monkey Shoulder Scotch Whisky and Tullamore D.E.W. Irish Whiskey posted a 23.3% incremental lift.

InMarket identified three features shared across the campaigns: reaching shoppers when purchase intent was higher, using creative designed to reduce friction between awareness and purchase, and applying audience targeting based on real-time data.

Welch's campaign centred on new sparkling drink flavours promoted with spring-themed creative, driving USD $1.5 million in incremental sales and a 2.1% sales lift.

Olly's "Wellness is in Session" campaign targeted families during the back-to-school period and generated USD $1.5 million in incremental sales and USD $10.06 in iROAS.

Bob Evans Farms used breakfast-focused advertising with a clear aisle directive. That campaign delivered USD $1.1 million in incremental sales, a 3.0% sales lift, a 3.1% unit lift, and USD $11.43 in iROAS.

The Laughing Cow used its wedge branding and a "Find Store" call to action, achieving a 3.6% sales lift, USD $1.18 in iROAS, and USD $58,000 in incremental sales.

Monkey Shoulder and Tullamore D.E.W. were recognised for a St Patrick's Day promotion built around a cash-back offer. According to the report, that campaign drove a 23.3% incremental lift and a USD $0.29 cost per incremental visit.

Budget pressure

The findings were published against a backdrop of tighter marketing budgets and a more crowded digital media environment. InMarket's separate 2026 Predictions research found that nearly one-fifth of marketers saw doing more with less budget as their biggest challenge.

The company also pointed to the amount of time consumers now spend with digital media each day, arguing that the path from ad exposure to purchase has become more fragmented. In that context, the report presents timing and personalisation as the main drivers of stronger sales outcomes.

Measurement focus

The annual report examines campaigns that used InMarket's Moments product. Its methodology focuses on creative visual optimisation and real-time activation across consumer moments, measuring their effect on indicators including incremental sales and return on ad spend.

That emphasis reflects a broader shift among marketers towards proving direct commercial outcomes rather than relying only on awareness metrics. Brands in food, drinks, and household categories have faced sustained pressure to show that advertising can be linked to store visits, unit sales, and repeat purchasing.

The report says the winning campaigns demonstrate how marketers can tie messaging to specific shopping occasions such as meal planning, back-to-school periods, and seasonal celebrations. Its examples suggest that tightly defined audience segments and clearer purchase prompts were more effective than broader digital outreach.

Todd Morris, Chief Executive Officer of InMarket, said the selected brands had demonstrated the importance of acting on consumer intent in real time. "The brands in this year's Breakthrough Outcomes report prove that in a media environment defined by fragmentation and tightening budgets, performance comes down to meeting the right consumer at the right moment," Morris said.

"What distinguishes these campaigns isn't just the results - it's the discipline behind them. These brands used real-time shopper intent as the foundation of their strategy, and reached their ideal "who" at precisely "when" and "where" the message drove the highest outcomes, closing the loop with real world purchase data," he added.