Morey's Seafood: Full Funnel Strategy

The 2025 Morey's campaign objective was to build awareness while driving consumers to a point of conversion, a challenge given that the product is only sold in-store, making a carted product the last available digital touchpoint. The strategy centered on highly visible and targeted upper-funnel tactics layered with click-to-cart capabilities to capture intent wherever possible.

Conquer activated CTV first to drive awareness, then layered in audio as an additional touchpoint to extend reach and brand recognition. Both channels targeted audiences using contextual signals and third-party data. Click-to-Cart display ran throughout the full campaign flight.

The data told a clear story: when both audio and CTV were simultaneously in market, CTR on the click-to-cart display unit increased by 22%, confirming that upper-funnel awareness tactics directly fuel lower-funnel performance, even when the path to purchase runs through a physical store.