Dive Brief:

• Ahold Delhaize USA announced Tuesday that four of its brands have selected Havas Media Network North America as their media agency of record to scale media buying and planning. 

• Havas will support strategy, planning and activation across traditional and digital channels for Giant Food, The Giant Company, Hannaford and Stop & Shop. 

• “As we continue to equip our brands to compete in their marketplaces, being efficient with media not only enables our brands to be where their customers are with relevant offers — but save to reinvest in more of what their customers want,” Keith Nicks, chief digital officer for Ahold Delhaize USA, said in a statement.

Dive Insight:

Ahold Delhaize USA’s tie-up with Havas will advance its media efficiency and capabilities, working to further personalize the omnichannel shopping experience for customers, the company said. 

Havas will also implement dynamic creative optimization, allowing the four banners to create personalized ads based on real-time data, the announcement noted. 

Throughout this year, Ahold Delhaize USA has made strides to bolster its retail media capabilities, including in its in-house retail media network.

Earlier this year, Ahold Delhaize USA’s in-house retail media network partnered with sales platform Placements.io to streamline its sales, advertising and finance operations. The tie-up aimed to update the retail media platform’s ad sales workflow as well as sharpen revenue management, according to Ahold Delhaize USA. 

Ahold Delhaize USA transitioned its retail media business to a fully in-house operation in late 2022. 

Ahold Delhaize grew complementary revenue by 13% last year through its retail media and consumer insights practices, the company said in its 2023 annual report.

Clarification: This story was updated to reflect that Havas will serve as the consumer media buying partner for the four Ahold Delhaize USA brands. The grocer’s retail media arm, AD Retail Media, is the media the company sells to CPGs, a spokesperson for the grocery said in an email.

This story was originally published on Grocery Dive. To receive daily news and insights, subscribe to our free daily Grocery Dive newsletter.

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