Baskin-Robbins at Home on Walmart Connect: 5X above Category Benchmark
17.08x ROAS - 5X above the ice cream category average
17.08x
ROAS
246,500
Impressions
5x
vs. Category Average
Client & Market Overview
Baskin-Robbins at Home (BRAH) competes in the high-velocity frozen desserts category at Walmart, one of the top-performing ice cream retailers in the U.S. by unit volume and buyer penetration.
Marketing Challenge
Despite strong brand equity and customer loyalty in the frozen category, the opportunity was to turn Walmart Connect into a repeatable growth lever during a high-demand seasonal period. The goal was to run a focused, time-bound Sponsored Products flight that could deliver clear incremental return, and, if performance proved strong, build the case for scaling into a full 2026 program.
The Missing Ingredient (Insight)
The breakthrough came from the brand itself. BRAH’s portfolio benefits from deep household familiarity and a natural tendency toward multiple units per transaction. By activating Sponsored Products search campaigns on Walmart Connect during a seasonal November 2025 flight, TMI was able to intercept purchase-ready buyers directly in search results, at the highest-intent moment in the shopping journey. The result wasn’t just strong performance; Walmart’s own rep confirmed the numbers were “way off the charts” compared to typical ice cream category benchmarks.
Services Deployed
- Walmart Connect Sponsored Products
- Retail Media Strategy & Campaign Setup
- Test Campaign Execution & Reporting
Results & Impact
The November 2025 seasonal flight delivered a 17x ROAS — more than 5X the ice cream category average of 3–4x on the platform. The flight also generated 246,500 impressions. Click-through and conversion rates reflected strong engagement throughout the flight.
The flight’s performance was independently validated by the Walmart Connect rep assigned to the account, who noted results were exceptional relative to comparable category campaigns.
Execution Highlights
- Launched a focused Walmart Connect Sponsored Products flight with a limited budget to capitalize on seasonal demand and drive efficient incremental sales
- Leveraged brand equity and multi-unit purchase patterns to maximize conversion rate relative to impressions served
- Achieved a 17.08X return against a category average of 3–4X ROAS
Key Takeaways
- Brand recognition is a multiplier on Walmart Connect: leveraging existing brand awareness drove conversions at disproportionately higher rates
- A well-structured campaign with modest spend can generate compelling proof points
- Multi-unit purchase behavior in the frozen novelty category creates a built-in ROAS amplifier that paid media can activate efficiently
- Even in a mature retail category, there is significant upside from first-mover advantage on paid retail media channels
Results
A focused Walmart Connect Sponsored Products flight delivered a 17.08x ROAS on 246,500 impressions, roughly 5X the ice cream category average of 3-4x on the platform.
Based on this proof point, Baskin-Robbins at Home is scaling its Walmart Connect investment 10x in 2026, turning a single seasonal test into a full annual program.