Chewy bars hooking gamers

How Quaker Chewy bars engaged moms through a gaming experience.

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Overview

The snack industry continues to evolve, with global market value reaching $1.5 trillion in 2023 and projected to exceed $2.1 trillion by 2032. As consumer habits shift toward digital-first experiences, brands must adapt to emerging media channels to remain relevant. Chewy partnered with Monetizr to tap into mobile gaming, which is an attention-rich and engaging environment.

The challenge

Traditional channels often fail to capture the attention of today's consumers, making it essential for brands like Chewy to explore emerging media channels that align with changing consumer behaviours and preferences while hitting their media efficiency and effectiveness targets.

Goals for Chewy:

Reaching young parents: Moms aged 25+ are a key demographic but are fragmented across digital platforms.

Get attention & engagement: Create a campaign that relies on existing high-performing brand videos on the new media channel.

Positive ROI: Chewy aimed to drive brand awareness, purchase intent, and engagement while maintaining cost efficiency.

340M

Mobile gamers across the globe

>30%

Engagement rate on average

52s

On average spent with a brand

The solution

Chewy partnered with Monetizr to activate a tailored gaming campaign targeting U.S. moms aged 25+, leveraging an expansive network of 178 million mobile players. The strategy focused on seamlessly integrating Chewy’s messaging into gameplay through premium, native ad units designed for high attention and engagement.



Each campaign element was optimized for viewability, engagement, and efficiency, ensuring each player who interacted with Chewy was rewarded with the in-game currency.

STEP 1

The Chewy Branded button is activated across a network of brand-safe games.

STEP 2

Players watch a Chewy video. The video view is user-initiated and supports 6-30 second videos.

STEP 3

Players get a digital reward from Chewy, therefore driving brand favorability.

Results: Snack category benchmarks

Monetizr’s placements deliver 30x more attentive seconds than social media benchmarks, highlighting the unmatched efficiency and effectiveness of mobile gaming. With industry-leading attention and viewability metrics, CPG brands are achieving significant lifts in ad recall, brand favorability, and purchase intent, proving the power of attention-driven advertising.

+26%

purchase intent lift

52 sec

an attentive seconds per user

94%

video completion rate

>90%

viewability

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