Giant Eagle’s Leap Media Group adds contextual commerce ad solution

Leap Media Group, Giant Eagle's self-built retail media network, and Chicory, a contextual commerce advertising platform, announce their strategic partnership aimed at expanding Leap's advertising capabilities and driving growth for CPG brands. Chicory's contextual advertising solutions are now included in Leap's curated portfolio of experiences. This collaboration provides Leap clients with access to commerce-enabled advertising tactics that engage high-intent shoppers within off-platform recipe content.  

Chicory's proprietary Contextual Recipe Targeting transforms recipe content into advertising opportunities without relying on cookies or other digital identifiers. The contextual recipe placements reach both existing and new shoppers when they are most receptive to trying new products and brands. Paired with Chicory's shoppable technology, these advertisements enable Leap to drive incremental sales opportunities for its CPG clients. This will come to fruition quickly as Leap integrates Chicory's solutions into Giant Eagle's holiday omnichannel packages this year.  

Leap's omnichannel experience encompasses Giant Eagle's online properties, apps, and more than 470 stores. Chicory adds over 5,200 recipe sites to this experience, allowing Leap clients to expand their reach and target new shoppers off-platform. With access to a broader audience, CPG brands partnering with Leap have opportunities to increase brand affinity, drive commerce, and accelerate growth.  

As part of the partnership, the Leap and Chicory teams collaborated on a direct API integration for a seamless add-to-cart and checkout experience for shoppers in Chicory's recipe network. Additionally, Leap is now providing Chicory with closed-loop measurement, equipping brands in Chicory's network with additional insights that can help them optimize their advertising campaigns.