DUBAI: Kabrita Goat Milk has expanded its reach among UAE families through a data-driven Retail Media campaign with Yango Ads, the ad tech division of Yango Group, reaching over 208,000 high-intent shoppers and generating more than 847,000 brand-safe impressions across Landmark Group’s Centrepoint, Babyshop, and Home Centre platforms.
Daily online shopping has surged dramatically, with a 139% increase in daily shopping activity since 2020 in the MENA region. Families in the UAE increasingly turn to digital channels for essential purchases. Against this backdrop, Kabrita aimed to build awareness and trust for its Dutch-made goat-milk-based baby formulas by engaging parents at the right moment in their online shopping journey.
The campaign leveraged Yango Ads’ Landmark Reach solution to connect with relevant household decision-makers inside leading family retail platforms, all within a privacy-safe, contextually relevant environment.
“Seeing Kabrita activate across Landmark Group’s retail ecosystem proves how retail media can empower specialist brands to reach their most relevant audience with both scale and safety,” said Jackie Ghazi, Business Development Director at Yango Ads. “With contextual targeting and real-time signals, Kabrita reached parents exactly where feeding decisions happen, at the digital shelf. This context-powered scale proves retail media can build trust for more niche nutrition products, not just mainstream FMCG.”
Yango Ads combined real-time purchase and browse signals from Landmark Group’s Centrepoint, Babyshop, and Home Centre to carve out a highly relevant household shopper audience, ensuring contextual fit and brand safety. Instead of relying on broad or generic audience setups, the campaign used first-party data to identify and reach parents at the precise moment they were exploring family and baby categories, helping Kabrita be discovered earlier in the parenting journey, before babies potentially face digestive discomfort. Dual-language creatives in Arabic and English ensured inclusivity and stronger reach among the UAE’s diverse parenting community.
“Kabrita’s mission has always been to be the gentle choice parents discover before their child experiences digestive discomfort,” said Dafne Perez, Marketing Director at Kabrita. “Yango Ads allowed us to appear right inside family-focused platforms, connecting with qualified parents naturally and efficiently, without manual audience setup. The precision and contextual fit helped us grow brand trust in record time.”
The campaign’s success highlights how retail media is reshaping digital marketing for niche brands in the Middle East, enabling marketers to connect with verified shoppers at the point of purchase rather than relying on broad, less efficient channels.
Brands can engage high-intent audiences and maximise visibility by launching their next Retail Media campaign with Yango Ads.
