Nature’s Bakery + Kargo: Brand Lift with Targeted Media

Nature’s Bakery is a leading better-for-you snack brand, best known for its soft-baked bars made with wholesome, plant-based ingredients. As the brand looked to grow its market share and deepen relevance in the snack category, it focused on reaching target consumers who shared brand-aligned values. To scale that effort, Nature’s Bakery partnered with their agency of record, Apollo Partners, as well as Kargo, a digital media leader specializing in high-impact, cross-channel advertising built for performance.

Together, they launched a multi-platform digital campaign to increase brand awareness and engage strategic audiences. With Kargo powering the media strategy and DISQO delivering deterministic ad measurement across the funnel, the partners went beyond reach to deliver and prove measurable media impact, with confidence.

Bringing clarity to a crowded digital shelf

Nature’s Bakery competes in a fast-paced CPG category where brand discovery often happens in fast-moving digital moments. While the brand had established strong traction, it needed to scale those efforts with high-value audiences.

This challenge involved moving beyond visibility with precision. Nature’s Bakery needed a media partner who could cut through digital clutter. To prove their investment and optimize for scale, Kargo partnered with DISQO to validate their media impact and prove how exposure influenced brand perception and performance outcomes. In this effort, the team had to answer several key questions:

• Who are we reaching, and are we building meaningful awareness?
• Which ad placements were most effective and why?

Precision media meets deterministic measurement

To reach the right audiences and uncover what truly drove impact, Kargo executed a high-attention digital media strategy to engage consumers across screens. The campaign deployed a mix of placements and formats, engineered for performance, allowing the team to test formats and exposure levels with clarity and control.

To break through measurement silos and gain full-funnel visibility, Kargo partnered with DISQO to bring objective, audience-level insights to the campaign. Through DISQO’s Brand Lift, they connected media exposure to real outcomes, without relying on modeled data or legacy tracking systems.

DISQO measured performance on critical perception metrics, including aided awareness, favorability, and consideration, revealing how specific placements and tactics contributed to outcomes like site visitation and digital engagement. From digital video to CTV, this partnership gave Kargo and Nature’s Bakery a clear view into what worked, for whom, and why.

Turning digital attention into measurable lift

The campaign delivered exceptional results across the funnel, exceeding category benchmarks and confirming the value of pairing premium creative with precision media. Nature’s Bakery saw a significant brand lift across key awareness and consideration metrics while uncovering clear insights about what worked.

Upper-funnel brand awareness

• Aided awareness saw a +7 point lift, outperforming DISQO’s snacks category benchmark by 1.4x.
• Familiarity increased by +9 points, outperforming DISQO’s snacks category benchmark by 1.3x.

Middle-funnel favorability and consideration

• Favorability improved by +12 points, more than 5x the DISQO category benchmark.
• Consideration increased by +7 points, exceeding DISQO’s norms for the category by 2.3x.

Brand engagement

Kargo media directionally drove 3x higher visitation to Nature’s Bakery branded sites.

Key takeaways

Optimize frequency to maximize lift

More exposure is not always better. This campaign showed that a specific frequency range was the sweet spot for building awareness and shifting brand perception. Advertisers should prioritize campaigns that balance repetition with relevance, avoiding oversaturation and underexposure.

Invest in attention-forward formats

For brands looking to stand out in cluttered environments, investing in creative designed to hold attention, not just deliver impressions, can make the difference between being seen and remembered.

Use deterministic measurement to guide, not just prove

Deterministic measurement did more than validate success. It provided a roadmap for smarter optimization. When exposure is tied to audience behavior and brand outcomes, media partners and advertisers can make informed decisions in real time and build future campaigns with greater confidence.

Bake measurement into every campaign. Let’s DISQO: hello@disqo.com