Our playbook, your growth

Building grocery brands online and on shelf.

Retail media strategy and execution for CPG brands in grocery. We plan and buy media on the agreed retailer platforms where you have shelf, review the digital shelf, and report it back in a live workbook, a check-in every two weeks that leads with what we need from you, and a monthly deck you can show your buyer.

The playbook.Five services. One seat on your accounts.

One engagement covers all five across the agreed retailer channels. You keep the ad accounts and the media dollars on your own card. We take a seat and run the work, with platform access, formats and reporting confirmed during onboarding.

In short

Retail media planned around trial, velocity and loyalty at the retailers you have already won, with reporting that shows what changed. We compare ROAS with your agreed targets and other available sales and shelf data, with each source and definition made clear.

What it costs

Retail Media Strategy and ExecutionMedia plans built and run across the platforms relevant to your distribution, including Instacart, Walmart Connect, Target Roundel, Kroger Precision Marketing and other retailer channels. Access and formats are confirmed during onboarding. Budgets by retailer by month, targets with documented margin and cost assumptions, and bids and keywords reviewed every week.
Shopper Marketing SupportWe work with your marketing and sales teams on channel strategies, promo initiatives, and the retail media budget for each retail partner, so a retailer gets one plan instead of a media line and a trade line that never meet. Creative for the placements is made in house and ships with it.
Digital Shelf OptimizationWe review available product content and availability signals on the agreed retailer sites each day. We surface issues as asks and state where platform data or public checks leave gaps.
Performance and Data AnalysisAvailable spend, sales, distribution and category data from the agreed accounts brought into one ledger and turned into three things you can hold: a live workbook you can open any time, a written check-in every two weeks that leads with asks, and a monthly deck walked through on a call.
Planning and Line ReviewsNext year's budget planned as a share of your retail revenue per retailer, replanned each quarter around resets, launches, and seasonal peaks. When a line review comes up, we hand you the numbers and narrative for your line reviews, in the form your buyer reads. You make the pitch. We make sure it is backed.

Before any money moves.Baseline first. Then a bid.

Onboarding covers these five areas. We document what is available, resolve access and billing, and agree targets and budgets before media changes begin.

SKU master and marginThe SKU list, gross margin, distribution list, and the seasonal and promo calendars. Targets come from these, so they come first.
Account accessAn agency seat on each ad account in the agreed scope. The accounts stay yours. We are a user on them, never the owner.
Available account historyWe review available account history, ideally covering the previous twelve months. For a new account or missing periods, we document the gaps and agree how to establish a baseline before making changes.
Billing on your cardMedia dollars sit on your card at every platform. We never hold them and we never mark them up.
A signed targets docTargets with documented margin, cost and repeat-purchase assumptions, plus a budget by retailer by month. Signed by both of us before any money moves.

The cadence.Growth on shelf is a schedule, not a campaign.

Most of retail media is not clever. It is showing up on the account every week and writing down what changed. This is the schedule, and it is in the contract.

Every dayEach day we review the latest available spend, sales and shelf signals for connected accounts. We flag pacing and performance changes against agreed rules, and make delayed or missing data visible.
Every weekBids and budgets moved, search terms harvested, bleeders paused, anything notable screenshotted for the next check-in. About an hour of hands on each account.
Every two weeksA written check-in, three to six pages. Asks first, then month to date pacing, one line per retailer, then what we changed and what happened. Written by the person who did the work.
Every monthA deck and a call. The deck is generated from the ledger, not hand built; the narrative is written by a person. Walked through live, never sent cold.
Every quarterBudget replanned against distribution changes and the moments that matter: resets, launches, seasonal peaks.
Every yearNext year's plan. Budget scenarios by retailer, informed by projected sales, distribution, margin, inventory and the investment available.

Performance and data analysis.Three things you can hold.

Available spend, sales, distribution and category data from the agreed accounts, synthesized into three documents. Numbers come from the ledger, with source coverage and freshness made clear. People write the asks. A check-in with an empty asks section does not go out.

The workbook

A shared sheet you can open at 2am.

One workbook, live, shared with you from the first week. The tabs:

Budget per retailer per month, with key moments flagged
Spend and revenue actuals with blended ROAS and MER
One tab per connected platform: available revenue, attributed revenue, units and spend, with data gaps identified
A SKU master with availability by retailer
Targets with documented margin, cost and repeat-purchase assumptions
Next year’s plan

Yours to keep, like every file we make.

The check-in

Every two weeks, asks first.

Three to six pages, written by the person who did the work. In this order:

Asks, FYIs, and recommendations at the top, because that is the agenda
Month to date pacing, one line per retailer
Highlights and learnings, in plain sentences
Per retailer, what we changed and what it did, with the screenshots and keyword tables to prove it

Every change pairs with its outcome.

The deck

Monthly. Show your buyer.

Generated from the ledger, narrated by a person, walked through on a call. The sections:

Campaign overview and performance summary
Per platform: KPI tiles with month over month deltas
Ad sales against ROAS over time, and ad sales by UPC
Item not found summary
New versus returning customers
Category share ranking and share of digital shelf
Distribution and velocity, and promotion results

Never sent cold.

The numbers we report.What your buyer reads, and what it means.

Ten numbers, defined the way we use them: velocity, share of shelf, and whether the item was on the shelf at all. Each one is only useful next to the others, which is why the deck shows them together.

ROASAttributed sales divided by ad spend, per campaign, keyword or SKU. We state the attribution rules and compare the result with your agreed targets and other available sales data.
Blended ROAS and MERTotal retailer sales divided by media spend for the same scope and period, where those sales are available. We show it alongside attributed ROAS to add context. Neither ratio alone proves how many additional sales the ads caused.
Breakeven ROASOne divided by gross margin gives a simplified first-purchase media breakeven. At 50% margin, that is 2.0 before agency fees and other costs outside the margin. We agree targets using the costs and assumptions relevant to your business.
Floor ROASA planning scenario that includes repeat purchases over an agreed period. The result depends on repeat order value, margin, frequency and additional costs. We validate those assumptions before using it as a target.
New to brandA platform measure of sales or customers with no recorded brand purchase during its defined lookback period. We label the exact metric and lookback in the report. It helps assess acquisition, but it does not establish profit or future repeat purchases.
Item not found rateA measure of items that could not be fulfilled as requested, using the source platform's definition. We review changes by retailer, product and period, and surface availability issues for investigation. The threshold is agreed for the account.
Share of digital shelfA platform-defined measure of your category visibility. Instacart uses category impression share across paid and organic shelf placements. We state the source and method, and keep it separate from sampled search positions, sales share and physical distribution.
Branded versus unbrandedWe report brand-name and category search terms separately because they address different shopper intent. Performance depends on the campaign, competition and products; the split helps us see where to investigate and test.
Dollars per unit movedSpend divided by attributed units. The number your sales team already thinks in.
VelocitySales per point of distribution over a stated period, using a consistent sales and distribution measure. We review changes alongside availability, promotion timing and the mix of stores. A decline is a signal to investigate.

The platforms we run on.A plan for the retailers where you sell.

We scope retail media across the platforms relevant to your distribution, including Instacart, Walmart Connect, Target Roundel, Kroger Precision Marketing and other retailer channels. Access, formats and reporting vary by platform and account. We confirm the supported scope during onboarding.

We do more than buy the media. Every network is built differently, and we learn how each one is built so the plan fits the platform instead of the other way round. Retailers where you have no paid channel get our eyes, not an invoice.

Explore the platforms on the homepage

Platform scope confirmed during onboarding.

Creative included.A display slot with nothing in it is not a strategy.

Retailer placements eat creative: display statics, product page imagery, and short video for Roundel display, Instacart inspiration and brand video, and sponsored brand slots. Brands are bad at supplying it, and agencies that only manage the money send you off to find it.

We make it in house, on our own pipeline, and it ships with the plan.

What we do not do.We say this as readily as what we will.

Brokerage. Amazon marketplace as a standalone practice. Pitching your retailers for you: we hand you the numbers and narrative for your line reviews, and you walk in with them.

For the rest, there are good people who do these, and we will introduce you.

Let’s build together

Thirty minutes. Three things we would fix first, whether or not you hire us.

Before the call, we review the public shelf information available to us. We identify three things to address and explain which findings need account access to verify.

Seven questions to ask before choosing a retail media agency

let’s grow ↗or write to nick@legrocerie.com