January 2026 brings mandatory Less Healthy Food and Drink (LHF) restrictions that will limit traditional above-the-line promotion for affected products. For brand marketers, retail media networks, combined with in-store digital formats and first-party data, offer a viable path to sustain reach and long-term brand growth across online and offline touchpoints.
From Performance to Strategic Brand Building
Retail media began as a direct-response channel, but it has evolved into a full-funnel platform. RMNs now combine first-party behavioral signals, shopper intent, and in-store context to deliver campaigns that build awareness, consideration, and preference as well as sales. Targeting based on purchase propensity and aisle-level behavior lets brands speak to shoppers at moments of real intent, preserving relevance while complying with LHF restrictions.
Actionable Strategies for Brand Growth
- Align shopper and brand teams. Create cross-functional briefs that map retail inventory, digital placements, and store formats to brand objectives rather than only promotional outcomes.
- Use first-party segments. Leverage CRM and loyalty data to create high-value audiences for sequential messaging that builds memory structures over time.
- Test in-store digital media. Pilot shelf-edge screens, queue displays, and audio to extend RMN campaigns into the physical path to purchase. Treat in-store creative as a brand asset, not just a sales hook.
- Expand measurement. Combine brand lift, incrementality testing, and unified measurement with POS and loyalty signals. Move beyond last-click metrics to quantify long-term brand impact.
- Negotiate data and transparency. Secure reporting cadence, access to aggregated first-party insights, and agreed KPIs with retail partners to optimize investment over time.
Seizing the Opportunity for Future Success
Voluntary compliance before 2026 is a window to test and learn. Run short pilots that pair RMN targeting with in-store activations and brand-focused creatives, then scale what shows both sales and brand uplift. Strong retailer partnerships, rigorous measurement, and a commitment to omnichannel execution will let brands adapt to LHF rules while preserving long-term value.
Start with small, measurable pilots now so your brand has proven playbooks when regulations take full effect.
