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Homepage Takeovers: Unlocking Full-Funnel Impact for Mars Wrigley’s Easter Portfolio
Executive Summary
In February 2025, DG Media Network (DGMN) partnered with Mars Wrigley to launch a high-performing campaign designed to elevate the supplier’s candy portfolio during the pivotal Easter season. Central to the activation was an Onsite Homepage Takeover on Dollar General’s website, delivering maximum visibility, driving consideration, and boosting sales during one of the brand’s most critical retail moments.
Brand Background
Mars Wrigley is a global leader in candy and snacking with an iconic portfolio that includes M&M’S®, SNICKERS®, Skittles®, and more. At Dollar General, these brands hold strong seasonal relevance, particularly during Easter when candy demand peaks.
Challenge and Campaign Objective
DGMN was tasked with generating incremental sales and brand consideration for Mars Wrigley’s Easter candy portfolio. With the category facing intense advertising saturation during the season, the challenge was to break through the clutter and deliver measurable impact across the shopper journey.
Strategy and Execution
DGMN implemented a full-funnel strategy designed to maximize Mars Wrigley’s visibility and sales during the Easter season. The campaign ran from February 24 through April 20, aligning with peak pre-holiday shopping activity, and featured a one-week Homepage Takeover in the days leading up to Easter to capture last-minute shoppers. To ensure broad reach and impact, DGMN targeted a mix of audiences, including existing Mars Wrigley brand buyers, candy and Easter category shoppers, and propensity-based audiences with a high likelihood of purchasing Easter candy. The Homepage Takeover reached all site visitors during its flight and strategically leveraged three key onsite placements:
- Hero Banner for broad visibility
- DG Story for immersive storytelling and engagement
- Category Tile to capture high-intent shoppers
These onsite activations were complemented by off-site and on-site display ads that continued throughout the campaign, reinforcing brand presence and driving consideration across multiple touchpoints in the shopper journey.
Matt Stebbins, Omnichannel Marketing Manager – Mars Snacking
Results
DGMN provided closed-loop reporting to quantify the impact of the Easter campaign. Mars Wrigley saw a 29.4% increase in year-over-year sales for its Easter candy portfolio, underscoring the strength of the media strategy. Performance insights highlighted how the Homepage Takeover and supporting display placements worked together to drive meaningful engagement and conversion. The results demonstrated how a full-funnel approach anchored in high-impact onsite media can translate seasonal visibility into measurable sales growth.
+29.4%
YOY SALES GROWTH FOR MARS EASTER CANDY
Key Takeaways
DGMN’s Onsite Homepage Takeover is a proven solution for advertisers seeking high visibility and conversion impact. With three premium placements across Dollar General’s site and app, homepage takeovers are ideal for spotlighting seasonal campaigns. When integrated into a full-funnel strategy, they consistently drive awareness, consideration, and conversion at critical shopping moments.