Hawaii's biggest grocer, Foodland, launches retail media network

Hawaiian grocery chain Foodland Super Market Ltd. is partnering with media company CitrusAd to launch its first retail media network, the grocer announced Thursday.

The grocery chain, which claims the title of Hawaii’s oldest and largest, will combine its first-party customer data with CitrusAd’s relevancy algorithm to match shoppers with their favorite brands. 

The CitrusAd tech enables brands to connect with Foodland customers and improve their return on ad spending, the grocer said in a press release. Brands can also manage multiple retail media campaigns across multiple chains through use of Citrus Ad’s GroceryOne hub technology.  

“Foodland is committed to better shopping experiences. As a part of the GroceryOne network we will utilize CitrusAd’s retail media platform to tailor shopping experiences for each member of our shopping community in real-time, through our privacy-protected, first-party data for improved relevancy,” said Sheryl Toda, VP of marketing and corporate communications at Foodland, in a statement. 

Foodland was founded in 1948 and is known as the first supermarket in Hawaii. The grocer has 31 locations and three banners—Foodland, Sack N Save and Foodland Farms—and operates across four of the state’s islands.