Kayzen, the mobile-first programmatic service and portfolio company of Ioniq Group, has announced the results of a successful collaboration with Greggs, the UK’s leading food-on-the-go retailer. Working alongside media agency Dentsu, Kayzen deployed its Demand Side Platform (DSP) to drive a significant increase in both brand awareness and app adoption across the UK.
The campaign used Kayzen’s innovative “Video+ Quiz” ad format, designed to transform passive video viewing into active engagement. By combining high-impact video with interactive questions, the campaign reached approximately 20 million unique users. The strategy prioritized cost-efficiency, utilizing Kayzen’s CPI algorithm and bid-shading technology to deliver over 5,700 new app installs at a cost 16% below Greggs’ original performance benchmarks.
This partnership highlights Kayzen’s ability to manage high-volume, brand-critical campaigns for major household names, bridging the gap between broad-reach awareness and measurable performance.
“Partnering with Dentsu and Kayzen allowed us to reach a broad audience in an engaging way. The campaign not only delivered installs, but also a high volume of impressions to support our brand campaign through innovative formats.” — Katie Fulcher, Brand Planning and Performance Manager at Greggs.
Shackleton’s Victoria Fund acquired its interest in Ioniq Group, the parent company of Kayzen, in 2024.
