The grocery giant's retail media arm has selected Capgemini as its global agency partner to streamline activation workflows and enhance campaign performance.
The "My Joy" commercial is a continuation of the manufacturer's five-year plan to increase investments, representation and amplification of diverse creative voices in front of and behind the camera.
With the help of multiple brand sponsors, the retailer created a fully stocked mock grocery store as the site for MrBeast's latest video challenge, "Survive in a Grocery Store."
The video commerce platform is one of 119 companies recognized for their cutting-edge advancements this year and the potential to impact consumers, businesses and society overall.
After debuting its retail media network in October, the U.K.-based retailer went live with sponsored digital campaigns on its website in November with Unilever and Beiersdorf first.
The manufacturer partnered with the Midwest retailer for a summer cause campaign supporting Smile Train, a nonprofit that provides free surgery for children to correct cleft lips and palates.
