Driving rapid retail velocity through geo-targeted omni-channel activation across 630 stores
Botticelli is a premium-priced, authentic farm-to-table pasta sauce entering a highly competitive retail category dominated by established brands such as Rao's, Classico, and Barilla.
The brand secured a limited test launch in 630 Walmart stores nationwide. Success required rapid velocity to justify expansion and protect shelf placement.
The objective was clear: Drive immediate weekly unit sales at scale within a constrained test environment.
Launching a new premium product inside Walmart presents multiple structural barriers:
Failure to generate velocity would result in lost distribution.
Additionally, the category was fragmented:
Botticelli needed to carve out a distinct position — and do it fast.
Jekyll + Hyde Labs engineered a precision-targeted retail activation strategy focused on velocity acceleration within the defined 630-store footprint.
Product + Category Positioning
Category analysis revealed a gap: there was no brand offering authentic, made-in-Italy premium quality at a price accessible to the middle-class Walmart shopper.
We positioned Botticelli as:
This elevated perceived value while justifying the price point.
Retail + Point-of-Purchase Analysis
We conducted a detailed evaluation of the full 630-store Walmart list, including store-level geographic distribution, local demographics, existing Botticelli customer profile, and baseline store velocity projections. A gap analysis was used to calculate required media investment and expected lift to meet weekly unit goals. All media was geo-targeted directly around the participating Walmart locations to eliminate waste and maximize retail impact.
Omni-Channel Retail Media Activation
To drive awareness and conversion simultaneously, we deployed a highly concentrated digital media mix:
Connected TV was used to prospect high-volume Walmart shoppers in-home — where pasta sauce consumption decisions are emotionally primed. Display and video retargeting ensured frequency and message reinforcement prior to the next shopping trip. All campaigns were tightly geo-fenced around the 630-store footprint to concentrate spend where velocity mattered.
Within the first month of activation, the campaign exceeded the 30,000-unit weekly goal and delivered rapid proof of retail viability.
By combining precise store-level targeting, disciplined media concentration, and premium positioning, Botticelli transformed a limited Walmart test into a high-velocity launch.
The strategy demonstrated that retail success is not driven by broad awareness — it is driven by targeted demand generation at the exact shelf location where performance is measured.
Velocity secured. ROAS proven. Retail momentum established.
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