Mon Marché delivers groceries in a hyper-competitive urban market undergoing heavy consolidation. Its acquisition manager had left unexpectedly. iytro took over for 10 months, with an annual budget above €1M and a clear aim: move away from low-margin convenience orders toward weekly family shopping.
The brand moved toward human connection with "Le Goût de la Vie", shifting perception from a delivery app to a family culinary partner.
Creatives and performance messaging were redirected to households of three to four people.
iytro took over the paid accounts and audited Google, Meta, Snap, Bing and street marketing. Promotional assets gave way to lifestyle video and educational content. 15% of the media budget went to top-of-funnel campaigns.
Dashboards across Meta and Google replaced a fixed monthly budget with a variable budget steered on acquisition cost. Growth scenarios were built at six months, one year and two years.
"iytro's senior experts provided the strategic oversight we needed across brand and acquisition, delivering the high-level seniority required to make rapid, data-driven decisions." EV, CMO, Mon Marché
Changing the customer you recruit takes brand and performance working together. That is the logic of iytro 1+1: one team for strategy and execution.
Further reading: our 7-step marketing strategy method and the marketing strategy audit checklist.
By refocusing on families, replacing promotions with lifestyle and educational content, and steering budget on acquisition cost by channel.
15% of the media budget was dedicated to top-of-funnel campaigns.
