April 26, 2026
Ahead of a key seasonal demand moment, Chomps® – the fastest growing meat snacks brand in the United States – partnered with Ibotta to reach new shoppers and drive incremental household growth. The brand activated a multi-week performance marketing campaign across the Ibotta Performance Network, leveraging the scale and reach of the largest digital promotions network in North America to engage high-intent shoppers, drive household penetration, and reinforce brand consideration across the consumer journey. The campaign leveraged offers across the Chomps® portfolio and was structured to support both new buyer acquisition and engagement.
Following the partnership announcement between Ibotta and Circana, the Chomps® campaign was selected for an independent Circana Household Lift™ study. The analysis linked Ibotta offer exposure to household-level purchase behavior across Circana’s expansive loyalty card universe, providing a statistically rigorous read on incremental impact.
The results from Circana carry a 99% confidence level and independently validate the Ibotta Performance Network as a platform for driving measurable growth and supporting category leadership.
Methodology
Circana’s Household Lift™ methodology provides one of the most rigorous independent measures of campaign effectiveness available in the CPG industry. Circana obtained offer exposure data directly from Ibotta, then matched exposed households to its proprietary loyalty card panel — covering over 500 million loyalty cards across 117 million households, representing 93% of U.S. households. Circana captures an average of 4-5 loyalty cards per household, enabling accurate identification of first-time buyers and lapsed purchasers that single-card databases routinely miss.
To isolate the incremental impact of the Chomps® Ibotta campaign, Circana built rigorously matched test and control groups using a nationally representative loyalty card panel and historical purchasing behavior, retailer preferences, demographics, and brand and category purchase propensity. This approach enables confident isolation of media impact for attribution of incremental sales.
After factoring and adjusting for non-media factors present in market, differences in purchase behavior observed during and after the campaign period are attributed to the Ibotta activation with high statistical confidence, offering brands an independent and objective measure of effectiveness.
Key results
The Circana study results revealed that households exposed to the Ibotta campaign delivered a meaningful increase in Chomps® sales during the measurement period. Overall, the campaign generated a double-digit percentage lift in sales and outperformed Circana snack category benchmarks by more than 4.5x, underscoring the strength of Ibotta as a driver of incremental growth. To put the magnitude in context: households exposed to the Ibotta campaign spent an average of 15% more on Chomps® than their unexposed matched counterparts — validating Ibotta's role as an effective engine of measurable, incremental growth.
Promotions help deliver Chomps® into the hands of more new households
Beyond overall sales lift, the Circana analysis confirmed that the Ibotta Performance Network effectively expands a brand's reach, outperforming Circana's snacking category household penetration benchmark by 9× and contributing to category growth. The campaign helped Chomps® engage shoppers who had not previously purchased the brand — outperforming Circana's snacking category household penetration benchmark by 9x and contributing to growth. By leveraging Ibotta's broad network to efficiently reach consumers across multiple touchpoints, the program converted category buyers into new Chomps® customers, making it an ideal solution for brands focused on aggressive trial and buyer acquisition goals.
Audience strategy
Rather than focusing on a single shopper type, the campaign was designed to support a balanced growth approach. It successfully drove trial among new buyers while reinforcing brand consideration among existing and lapsed consumers, supporting both acquisition and longer-term engagement.
This approach allowed Chomps® to strengthen its position in a competitive category while expanding its consumer base in a disciplined, scalable way.
Ibotta: A proven growth lever, independently validated by Circana
For growing brands like Chomps®, new customer acquisition is critical to the growth of its business. This campaign illustrates how digital-to-shelf promotions, when paired with independent measurement, can serve as a strategic growth lever rather than a short-term promotional tactic.
Validated by Circana, Chomps®’ partnership with Ibotta demonstrates how performance-driven digital promotions can support both immediate impact and longer-term brand growth as retail distribution matures.
Achieving national distribution and strong on-shelf presence at major retailers was a critical first milestone for Chomps®. But availability alone doesn't drive scale. As our retail footprint has matured, our growth strategy has shifted toward accelerating household penetration — winning new buyers and extending visibility beyond the traditional meat snack aisle through smarter, more effective promotional strategies. Our partnership with Ibotta has become a key lever in that effort.
The Circana study reinforces that the Ibotta Performance Network delivers impact well beyond a discount. By outperforming category benchmarks by more than 4.5x and helping us reach new and incremental shoppers critical to our long-term growth, Chomps® isn't just present at retail — it's increasingly chosen by new households nationwide."
Stacey Hartnett
SVP of Marketing, Chomps®