CPG (Consumer packaged goods): Frozen Category - McCain Foods, Lactalis Black Diamond Cheese, and Burnbrae Egg Bites

When I stepped into the role of Manager, Shopper Channel & Media Planning at DACS Marketing, I knew my responsibility went beyond building campaigns—it was about shaping how shoppers discover, experience, and choose brands at the shelf and online.

At DACS, I had the opportunity to work with leading CPG (Consumer packaged goods) brands such as McCain Foods, Lactalis Black Diamond Cheese, and Burnbrae Egg Bites, creating shopper marketing strategies that connected data with consumer behaviour to deliver measurable results.

Where Shopper Data Meets Strategy

Every campaign I built began with understanding the shopper journey. As I explored in my article Shopper Marketing in Canada: Where Data Meets the Aisle, true shopper marketing sits at the intersection of data, retail, and behavioural insight.

My planning focused on:

  • Target Audience Profiling – Using receipt data, loyalty program insights, and over-indexing behaviours.
  • Objective Setting – Awareness, trial, inventory movement, distribution expansion.
  • Distribution Mapping – Aligning campaigns to where the products were physically and digitally sold.
  • Budget & ROI Management – Planning across budgets from $60K to $500K while delivering 2–5× ROAS.

Omni-Channel Campaign Building: Digital to In-Store

To create full-funnel journeys, I developed campaigns across Meta (Facebook & Instagram ads), programmatic platforms, and retailer digital media networks like Walmart Connect, LCL Advance, Sobeys Empire+, Metro, NRS.

With lower budgets, I focused on:

  • Meta ads, programmatic display/video
  • Retailer digital ads, sponsored listings, flyer banners
  • Cost-efficient trial tactics via Websaver, Checkout51, PC Optimum

With higher budgets, I layered in physical amplification:

  • Shelf blades, freezer decals, wobblers
  • In-store sampling/demo moments
  • End-cap displays and thematic price promotions

This strategic flexibility ensured every dollar worked harder—whether online or in the frozen aisle.

Driving Sales Through Retail Partnerships & Digital Ecosystems

Collaboration was at the core:

  • Worked with retail media teams and vendor partners to secure placements and promotions
  • Coordinated bilingual creative production with graphic designers, French translators, account teams, and vendor approvals
  • Delivered client presentations, mid-campaign optimizations, and post-campaign reports with actionable insights

Pitching Innovation: Nestlé Starbucks & Krema Yogurt

Beyond active campaigns, I also contributed to pitch presentations for Nestlé – Starbucks At Home Coffee and Krema Indulgent Yogurt, focusing on:

  • Shopper insights and behaviour mapping
  • Retail activation strategy and media options
  • Launch tactics aligned with premium brand positioning

Celebrating Global Tastes: Masala Fries & Chili Bites Campaign (McCain Foods)

As part of McCain’s portfolio, I also led the shopper marketing strategy for the launch of Masala Fries and Chili Bites, inspired by Indian flavours and created to resonate with Canada’s rapidly growing South Asian diaspora. This was a full-scale campaign for an existing client, positioned under the “Flavours of the World” platform.

My role included:

  • Identifying the cultural and commercial opportunity using demographic data and frozen snack purchasing trends.
  • Building the narrative of global fusion — blending McCain’s brand with authentic Indian-inspired flavours.
  • Planning media using Meta, programmatic ads, and retailer digital platforms in high South Asian population regions of Canada
  • For larger budgets, recommending shelf blades, freezer door decals, flyer callouts, and thematic in-store visibility

This campaign showcased how shopper marketing can embrace cultural relevance while still delivering core KPIs like trial, awareness, and sales lift.

Always Measuring, Always Optimizing

From mid-campaign adjustments to post-campaign reporting, I consistently:

  • Monitored performance data
  • Adjusted media spends and platforms for efficiency
  • Delivered reports with key learnings to inform future strategies

A Story That Starts in Data and Ends in the Shopping Cart

Shopper marketing, to me, is where data, psychology, and creativity meet at the aisle. Whether it’s a Meta ad, a programmatic video, or a shelf blade in a frozen aisle—every touchpoint is an opportunity to influence behaviour.

This is the journey I continue to build— one brand, one basket, one shopper at a time.