Tartex & Bring!: Organic Indulgence Meets Smarter Grocery Planning
The Challenge: Cutting Through the Shelf Clutter
Although Tartex is considered a classic brand, plant-based spreads are often placed on niche shelves in supermarkets. The goal of the campaign was to bring the brand out of the “hidden corner” and directly into consumers’ awareness — before they even reach the supermarket shelves.
The core objectives:
Top of Mind: Positioning Tartex as an organic, plant-based alternative for (evening) bread at the moment of purchase decision.
Context-Based and Cross-Category: Promoting Tartex spreads, which are often overlooked in supermarkets. Bring! enables brands to inspire consumers early in the planning phase and increase awareness for the entire category.
The strategy: presence at the moment of the purchase decision
To engage shoppers across the full in-app customer journey, Tartex leveraged a combination of pull and push strategies:
Sponsored Product: The Direct Path to the Shopping List
The Sponsored Product within the Bring! app serves as an effective tool to firmly anchor branded products such as Tartex in the minds of users during the planning stage. By placing the brand directly on the digital shopping list early in the decision-making process, Tartex becomes gradually integrated into shoppers’ regular purchasing habits.
When users searched for terms such as “spread,” “bread,” or “liverwurst,” the Tartex spread appeared prominently as a highlighted product tile. Clicking the tile opened a detailed product view, where users could select their preferred variety and add it directly to their shopping list. This ensured the product was present at the decisive moment of purchase planning.
Keywords: rolls, cream cheese, cheese, liverwurst, cold cuts, spread, bread, topping
Category: Ingredients & Spices
“At Bring!, we don’t just reach people — we accompany them in the moments when their everyday decisions are made. Rather than relying on purely theoretical reach, we integrate directly into the purchase planning process — where real decisions take shape. This close proximity to the buying moment makes the difference: Tartex is not only seen but experienced as tangible inspiration. For us, Bring! is more than just a channel — it is a partner that brings our brand closer to consumers’ hearts and into their baskets.”
Sponsored Post: Inspiration for summer varieties
To increase attention, Tartex leveraged a Sponsored Post in the Bring! Inspiration tab to promote the Mustard-Dill and Red Lentil Chili summer varieties. This format engages shoppers as they actively seek inspiration for their next purchase.
A direct link within the article enabled a seamless transition to the website, where users could explore additional product details.
Conclusion
Through the combination of targeted search placements and inspiring content, Tartex achieved a reach of more than 2.9 million impressions — exceeding the campaign target by over 5%. Sponsored Posts performed particularly strongly, delivering results 29% above expectations.
With engagement rates of 0.27% (Sponsored Product) and 0.22% (Sponsored Post), the campaign significantly outperformed industry benchmarks. Most notably, the products — especially the “Beluga Lentils” and “Tuscany” varieties — were added to users’ shopping lists nearly 2,400 times, clearly demonstrating the strong conversion power of the chosen strategy.