Campaign Imminent: Big Y Foods taps new AOR, significantly increases digital spend (Score 44)

Sales Lead: Big Y Foods (BYF) recently selected VIA as its AOR.

• This shift seems to have replaced incumbent AOR The Mars Agency, but we will let you know when we are 100% sure.
• The company will likely:
  • Launch a new campaign soon
  • Continue increasing spend
  • Seek additional new agency partners
• Target demographic: 
  • Gen-Z and millennials, specifically moms and household DMs in general

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, BYF has spent approximately $1.5m on digital ads, 57% more than the approximately $952.8k spent by this point last year.
  • YTD data: The company has earned around 177m digital impressions YTD via Facebook (6&%), Instagram (17%), YouTube (13%), desktop display (1%), mobile display (1%), and desktop video (1%) ads.
  • Last year: In 2022, BYF spent roughly $3.2m on this channel, flat from the roughly $3.2m spent in 2021.
• Additional channel insights  
  • The company utilizes digital, local broadcast, OOH, radio, and Google Ads.

Additional agency insights:

• Opportunity: Additional agency reviews could easily follow this one, so contact soon to be top-of-mind.
• Current agency roster:
  • VIA: AOR (May 2023)

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.