June 17, 2026
For brands, getting onto shelves is just half the battle. Winning at the shelf is the other.
For Chomps, the fastest-growing meat snacks brands in the United States*, earning national retail distribution several years ago was a critical milestone. But availability alone doesn't drive scale. As its retail footprint matured, the brand's growth strategy shifted toward a harder, more meaningful challenge: winning new households, accelerating trial, and building the kind of measurable momentum that compounds over time.
Leading that effort is DeeDee McCoy, Director of Omnichannel Marketing at Chomps. Her approach doesn't look like what most brands are doing — and that's exactly the point.
Omnichannel is a system, not a slogan
Ask most brands about their omnichannel strategy and you'll get a list of channels. Ask McCoy and you'll get a philosophy.
"We really think about omnichannel marketing as one connected system, not a bunch of separate tactics," she says. "Shoppers aren't thinking about channels the way marketers do. They're just moving between digital and in-store as they discover, evaluate, and decide what to buy."
That mindset shapes how Chomps builds campaigns from the ground up. The goal is that media, promotion, and the digital shelf aren't planned independently and stitched together after the fact. They're designed to work in concert, with each element doing its job while reinforcing the others. And performance is measured accordingly — not by what any single tactic delivers in isolation, but by whether the full program is bringing in new households and driving incremental trips.
It's a level of integration that takes real discipline to maintain. Most brands still optimize by channel. Chomps optimizes by outcome.
Connecting marketing exposure to in-store outcomes with the Ibotta Performance Network
Chomps didn't come to Ibotta looking for a promotional tool. They came looking for a way to connect marketing exposure to real business outcomes — specifically in-store, where a lot of brand investment tends to disappear into the noise.
When we first started working with Ibotta, we were looking for a way to scale efficiently while staying accountable to the business. It's not replacing retail media or shopper marketing. It helps strengthen those efforts by giving us more confidence in what's making an impact."
DeeDee McCoy
Director of Omnichannel Marketing at Chomps
That orientation toward accountability runs through everything Chomps does. Every dollar has to earn its place. The Ibotta Performance Network fits that model because it's built around performance — brands pay when campaigns directly result in a sale, and measurement is built in from the start.
"We may not outspend bigger brands," McCoy says, "but we compete by being more focused, more agile, and more thoughtful.”
Incremental sales as the real standard
Chomps holds its campaigns to one overriding question: did this actually grow the business? Not redemptions. Not impressions. Incremental sales.
"There are a lot of metrics that can look good on paper," McCoy says, "but incrementality gives us a much clearer read on what's really working. It keeps us disciplined in how we plan, measure, and think about partnerships."
That discipline was recently validated when an independent Circana Household Lift™ study analyzed the impact of Chomps' Ibotta campaign. The results — carried at 99% confidence — showed that exposed households spent an average of 15% more on Chomps than their unexposed matched counterparts, outperforming Circana's snack category benchmarks by more than 4.5x. On household penetration, the campaign performed 9x above the category benchmark, confirming that the program was bringing genuinely new buyers into the brand, not just activating existing ones.
For brands wondering whether performance-based digital promotions can move the needle beyond a short-term discount, those numbers are a clear answer.
Using performance rigor to de-risk innovation
Chomps' use of the Ibotta Performance Network doesn't stop at the core business. They're applying the same performance discipline to new product launches, using early campaign data to understand whether an innovation is truly expanding the brand or simply moving demand around within the portfolio.
Their chicken meat sticks line offers a telling example. Early measurement revealed that 34.5% of Chicken buyers are new to the Chomps brand since launch vs. prior year*, That's not a cannibalization story. That's a growth story.
"The goal isn't just to launch something and assume it will have staying power," McCoy says. "We want to understand early performance and make better decisions about the level of support it should have over time if it's truly adding to the business."
What comes next
McCoy sees omnichannel strategy continuing to evolve in one direction: more connected, more measurable, more actionable.
"It's not enough for brands to just show up across touchpoints," she says. "Those touchpoints have to work together and drive results."
Partners that can bridge media, promotion, and purchase behavior in a measurable way will play an increasingly central role in how growth-oriented brands build their programs. For Chomps, that's the standard they're already holding the work to.
"The future is about building more connected programs and making smarter decisions with clearer insight into what truly drives growth."
It's a straightforward idea. It's also a lot harder to execute than most brands realize — which is exactly what makes Chomps' approach worth paying attention to.
*Numerator, All Channels Trended Metrics, L52 WE 5/17/26