Pilgrim’s Pride leverages AI Goal Optimizer to drive innovation and growth

No More Foul Play: How Pilgrim's Pride Cracked the Code on Ad Performance

THE CUSTOMER

Pilgrim’s Pride

Pilgrim’s Pride is an American, multi-national food company, currently one of the largest chicken producers in the United States. 

THE CHALLENGE

The problem or challenge was an underperforming ad campaign that went dark frequently, with time in budget hovering in the 70s. Pilgrim’s Pride faces challenging market conditions such as tariffs, labor costs, and inflation, and a competitive landscape in the tough F&B market. Pilgrim’s Pride came to CommerceIQ due to the long-standing customer relationship and success driven from previous campaigns.

• ROAS based Optimizations: Flagging sales with poor profitability & efficiency 
• Disconnected media & shelf information: Not converting enough new shoppers 
• Manual Optimizations: Static bids and budgets leading to inefficiency

‍THE SOLUTION

Winning over new customers with Retail Media Management

CIQ's proprietary AI Goal Optimizer uses a variety of digital shelf and performance signals to automatically and dynamically shift budgets and change bids across campaigns and keywords to drive maximum impact. Implementation steps included testing versus a control period as a baseline. This AI Goal Optimizer means hands off the wheels - no more slow, manual changes, and by allocating spend optimally, we can drive the highest NTB % and incrementality through specific campaigns, leading to improved sales performance.

• Incrementality based optimizations around campaign efficiency 
• Real-time budget performance monitoring and reallocation 
• Hourly Bid adjustments to maximize campaign potential and keyword success 

THE RESULTS

Using the AI Goal Optimizer showed noticeable improvements in ROAS, incrementality, and reductions in CPC all while increasing ad sales while maintaining flat spend. Organic sales volume saw noticeable increases as well as our AGO tool focuses on essential terms for our brands to win against the other competitors in the category. We saw all these lifts in metrics all while maintaining flat or reduced Ad Spend. Comes to show even with low and reduced budgets, CIQ can still drive incremental growth for our clients through product innovation.

In the ultra-competitive chicken category, we are always looking for ways to get more efficient with our hard-earned media dollar. CommerceIQ's AI Goal Optimizer exceeded our expectations in making significant improvements in iROAS and sales while driving cost per click rates down - a perfect combination.
‍
Aaron Conkey
Sr. Assoc. Digital Marketing Manager, Pilgrim's Pride

Ready to take your ecommerce strategy to the next level?

Request a demo