Baskin Robbins on Walmart Connect: 3.9X ROAS and Category Growth with Sponsored Products
Baskin-Robbins on Walmart Connect: Sponsored Products Drove Record ROAS and Category Growth
3.91X
ROAS
+31%
Spend Efficiency Improvement
8.66
Category Win Rate
Client & Market Overview
Baskin-Robbins, a leading global ice cream brand, is distributed in grocery through Boardwalk Frozen Treats. With 22 flavors of pints and a growing novelty bar lineup, the brand has strong national presence, especially on the West Coast, Midwest, Texas, and Southeast. Walmart is a core retail partner, leading the U.S. in ice cream unit sales and buyer penetration, making it a critical channel for household brand expansion and new customer acquisition.
Marketing Challenge
Despite high brand awareness, many shoppers were unaware that Baskin-Robbins was available in Walmart’s freezer aisles. The brand’s products often ranked on the second or third page of search results, missing high-intent buyers and limiting sales velocity. Closing this awareness-to-conversion gap was essential for growth and competitive share.
The Missing Ingredient (Insight)
The breakthrough came from Walmart Connect’s Sponsored Products combined with optimized product detail pages. By moving Baskin-Robbins’ listings into premium placements, the campaign maximized visibility, reached new buyers, and delivered measurable sales lift on the platform.
Services Deployed
- Sponsored Products
- Brand Shop Setup
- Always-On Retail Media Activation
Results & Impact
Baskin-Robbins’ Walmart Connect campaigns achieved a 3.91X ROAS in Q3 2025, delivering substantial attributed sales growth. The campaign’s 8.66 win rate confirmed top-tier competitiveness for search placements, moving the brand into high-converting, above-the-fold slots. Compared to the prior quarter, the campaign reduced spend by 22% while maintaining sales growth, driving a 31% improvement in cost efficiency. The campaign sustained engagement, drove new-to-brand trial, and reinforced Baskin-Robbins’ leadership in the frozen desserts category at Walmart.
Execution Highlights
- Upgraded product listings and ran auto + manual Sponsored Products campaigns, achieving 8.66 win rate and 3.91X ROAS
- Optimized bidding strategies and keyword targeting to improve category ranking and drive incremental sales
Key Takeaways
- Sponsored Products and listing optimization are essential to win in high-traffic retail search environments
- Consistent campaign optimization and data-driven bidding drive sustainable sales growth and category leadership
- Strong win rates and ROAS demonstrate the power of strategic Walmart Connect activation