Gen-Z Opps: Roots Canada significantly increasing digital spend as stores reopen

According to execs in its latest earnings call, marketing spend will soon be elevated for Roots Canada. More stores will reopen throughout the coming quarter, so this increased spend will hopefully support foot traffic. Sellers should get in touch soon to see what last-minute ad dollars are available for the rest of 2021.

So far this year, Pathmatics reports Roots has spent roughly $96.1k on digital ads, already ~1% more than the roughly $95.6k it spent in all of 2020. The company's estimated full-year spend of 2020 ($95.6k) was up 27% from that of $75.1k in 2019. Roots has earned around 12m digital impressions YTD via Facebook (99%) and desktop display (1%) ads. 

As you can tell by this sharp increase in digital spend and the company's reliance on Facebook advertising, it's primarily targeting Gen-Z right now. To do so even more effectively, Roots may stretch out its roots, expanding into additional digital channels such as OTT and/or podcast. Last year, the company placed most of its digital ads in Q4, promoting Black Friday and other winter sales; I expect a similar trend this year.

Agency & martech readers - Marketing VP Melanie Isaac-Taitt joined in November 2020, so you may still have a shot at securing work under her leadership.