Hawaiian Grocer Foodland Launches Retailer Media Network

Honolulu-based supermarket chain Foodland has launched a retailer media network utilizing technology from Publicis Groupe’s CitrusAd.

The network combines Foodland’s privacy-protected, first-party data and CitrusAd’s relevancy algorithm to match brand compatibility and shopper history with the most relevant audiences, according to a media release.

Both large and local brands can engage with Foodland shoppers by leveraging “big data” at scale in real time.

Foodland also joins CitrusAd’s GroceryOne hub, a digital platform that connects grocers across the U.S. and enables brands and agencies to manage multiple retail media campaigns from a single source. Advertisers and brands that already use the GroceryOne platform can now reach Foodland’s audience in Hawaii.

“Foodland is committed to better shopping experiences,” Sheryl Toda, vice president, of marketing and corporate communications at Foodland, said in the release. “As a part of the GroceryOne network we will utilize CitrusAd’s retail media platform to tailor shopping experiences for each member of our shopping community in real-time, through our privacy-protected, first-party data for improved relevancy.”

Founded in 1948, Foodland currently has 31 stores in Hawaii under the Foodland, Sack N Save and Foodland Farms banners across four islands.

The CitrusAd platform is powered by Epsilon, a global advertising and marketing technology company. The platform was created to bolster Publicis Groupe’s end-to-end retail media offerings and connect brands and retailers with technology and services via a single self-serve platform uniting CitrusAd’s on-site and Epsilon’s off-site capabilities.

CitrusAd already lends its services to a slew of retailers, including Albertsons Companies, Gopuff, Price Chopper, Carrefour, HyVee, Target, Petco, Tesco and Ahold Delhaize.