Hershey's AI-driven strategy during a Halloween campaign increased candy sales, aiding in negotiations with retailers, as per Vinny Rinaldi, Hershey's head of media and analytics.
The approach helped Hershey's show retail partners the support for their stores, shifting from traditional retail media buying pressure and leveraging sales data.
#ai-driven-media-placements #retailer-negotiations #cpg-industry #custom-algorithms #retail-media-strategy
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