Hayden Consultancy is a full-service shopper marketing agency. But like… what does that actually mean in practice? And what can you expect when working with an agency like Hayden, vs. a branding agency offering a go-to-market strategy? Today, we’re breaking it down →

Many agencies offer shopper marketing plans and strategies, but stop short of the actual execution. A truly full-service agency doesn't just create go-to-market plans with theoretical budgets—they roll up their sleeves and handle implementation. With a full-service shopper marketing agency, you're getting:

• Strategic plans AND the people who make them happen

• Vendor follow-ups and managing creative requests

• Budget management that responds to real-world challenges

• Someone who ensures messaging is consistent, KPIs are tracked, and performance is actually there

So, why does it matter? The difference between planning and execution is often where CPG brands struggle most. Retail relationships are complex, program requirements change constantly, and without ongoing support, even the best strategies can fall flat.

A full-service partner handles the countless emails, calls, and adjustments needed to keep campaigns on track, while continuously optimizing for results.

At Hayden Consultancy, we take pride in being a truly full-service shopper marketing agency with unparalleled results—consistently delivering 140%+ sales growth across major retailers. And it’s because we combine strategic planning with hands-on execution that drives real business outcomes.

Because in shopper marketing, the difference between good and great isn't just in the planning—it's in the execution.

— Eleanor

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Retail Roundup

Featured retailer marketing updates, deadlines, tips, and more!

💊 CVS Media Exchange Launches Sponsored Brand Ads

CVS Media Exchange (CMX) has officially rolled out sponsored brand ads this month, giving advertising partners greater control and visibility during key search moments on CVS.com and the CVS Health app.

What's new:

• Premium, high-visibility placements that appear when shoppers search for relevant terms

• Keyword-targeted ads featuring branded messaging alongside clickable products

• Dynamic format selection based on shopper context and search terms

• Direct routing to product detail pages for faster conversion

Strategic opportunity: CMX notes that combining sponsored brand ads with sponsored product ads can drive conversions up to 6x higher than sponsored product alone. This creates a powerful dual approach, where sponsored product ads convert ready-to-buy shoppers, while sponsored brand ads influence those still in the consideration phase.

🥕 Instacart CEO Fidji Simo Steps Down

Hot off the press: Instacart’s incredible CEO, Fidji Simo, just announced that she’s leaving Instacart. I'm truly inspired by her pursuing her passion at OpenAI Applications—but I'm SO SAD to see her leave Instacart!

Her exit is incredibly graceful: she's extending her stay by a few months to properly transition the next CEO (who's being promoted from within), and she's staying on as Chair of the Board—a level of commitment that speaks volumes!

Under her leadership, Instacart has thrived—hitting $1B in ad revenue, launching Caper Carts, and just releasing their new Fizz app. She's leaving the company in an excellent position with a strong strategy and stellar team in place.

🛒 Hannaford Joins Inmar's In-Store Retail Network

Exciting news for brands targeting Northeast shoppers! Hannaford, one of Ahold Delhaize USA's local brands, has officially joined Inmar Intelligence's In-Store Retail Network.

What's new:

• 180+ Hannaford store locations added to Inmar's network across Maine, Massachusetts, New Hampshire, New York, and Vermont

• High-impact in-aisle placements designed to influence shoppers at the point of purchase

• Opportunity to pair in-store media with digital incentives for an integrated approach

What this means for your strategy: For CPG brands targeting Northeast consumers, this expansion offers a valuable new touchpoint in your omnichannel marketing mix—consider adjusting your Q2/Q3 shopper marketing plans to include this new opportunity.

Thanks for reading!

— Eleanor