MiniMart 9/11: Our biggest news yet 💚

Plus: Big news from Albertsons, Hy-Vee migrates platforms, and more

September 12, 2025

Hi there!

ICYMI: We shared some MAJOR news earlier this week! After four (incredible) years as Hayden Consultancy…

….we've officially become Veriti: a full-service shopper marketing and retail media agency built for challengers, designed for legacy.

Veriti (from 'veritas' meaning truth + 'i' for integrity) reflects our commitment to taking the more thoughtful, transparent, values-led approach - even when it's harder.

  • We have the same mission: making better-for-you products accessible to the masses. 

  • We have the same team: A passionate, brilliant group of results-driven marketers, rooted in our core values of kindness, curiosity, transparency, commitment, and courage. 

What's changing is our ability to show up as the full-service agency we've been building all along - one that proves you don't have to choose between creativity and real, measurable results at shelf.

To the 70+ brands who've trusted us with their growth and countless partners who’ve supported us along the way: thank you for walking this path with us. Here's to the next chapter as Veriti!

Now, onto this week in retail media and shopper marketing →

What’s in our cart?

The snacks + sips hitting our grocery carts this week 🛒 

Jesse & Ben’s Avocado Oil Fries

If you haven’t tried Jesse & Ben’s yet… you are sorely missing out. Besides having the cutest packaging, these are the best freezer fries I’ve ever tried. They’re super easy to prepare, taste just like restaurant fries, and are made with the simplest ingredients: just potatoes, avocado oil, and sea salt.

Graza x Bjorn Corn Popcorn

I ordered this the SECOND I saw it drop this week. I love everything Graza does, but this is extra special for me as a Bjorn Corn super-fan. Bjorn Corn is sun-popped (as in, they use solar power to pop it!) and makes for the perfect airy bite. Add in some Sizzle, and this is basically my dream popcorn. I can’t wait to try.

Love Corn BBQ

And next on the corn train… Love Corn has stolen my heart. Made with only three ingredients, these are the crunchiest, most flavor-packed snack - perfect for lunchboxes too, as they’re nut-free! The smoky barbecue flavor is addicting - amazing on its own, but also the most flavorful salad topper!!

Retail Roundup

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

🛒 Albertsons Media Collective & Fetch Partnership Strengthens 

ABSCO and Fetch are getting serious. Here’s what you need to know:

  • Fetch has been integrated as an extension of Albertsons Media Collective since late last year, but Fetch spending was always separate.

  • Now, 100% of your Fetch investment counts toward your overarching Albertsons commitment, so you don’t have to manage separate budgets across platforms.

This simplifies planning and creates budget efficiency. If you’ve been hesitant about Fetch but you’re already working with Albertsons, now is a great time top hop on Fetch spending!

🥕 Hy-Vee Transitions to Carrot Ads Platform

Hy-Vee is migrating all search campaigns from ProdX/Citrus to Carrot Ads on 9/16, switching from CPA to CPC bidding while gaining enhanced campaign optimization, improved targeting capabilities, and more robust reporting tools.

What this means: This should offer more transparency in media spending and better alignment with industry standards. With Carrot Ads now powering 220 retail media networks, adding Hy-Vee to the mix will simplify multi-retailer campaigns.

  • Managed service clients require no action - campaigns auto-renew on the new platform.

  • Self-service clients regain direct access on 9/29, so factor this transition timing into Q4 campaign launches.

💰 Albertsons Launches First Investment Matching Program 

ABSCO will match your retail media investment dollar-for-dollar through limited-time curated packages during peak retail moments: Thanksgiving, December holidays, New Year's, Valentine's Day, and Super Bowl.

It’s also introducing three omnichannel capabilities:

  • Organic influencer campaigns

  • Premium in-store screens reaching 37 million weekly shoppers (via Albertsons’ new in-store digital display ads)

  • Enhanced onsite and app ad placements for maximum brand exposure

What this means: You can double your media buying power during high-traffic periods without doubling your spend. Plus, with new influencer access and premium in-store placements, you can achieve true omnichannel reach within a single retailer ecosystem.

Thanks for reading!

— Eleanor