Case Study – Paleonola
Paleonola x Publix
Turning new distribution into retail velocity.
A three-month launch program that used creator storytelling, geo-targeted paid social, and retail activation to help the OG of grain-free granola start moving off Publix shelves.
+462%
peak weekly sales vs. launch start
3.85M
paid social impressions
~956
Publix stores in market
The OG of grain-free granola.
Founder Dinos Stamoulis started Paleonola after his career as a pro hockey player, where he needed clean, high-energy fuel. For more than 15 years the brand has shown that great-tasting granola can be made from real ingredients, without grains, oats, fillers, high sugar, or artificial ingredients.
Made with almonds, pecans, pepitas, honey, and coconut. Certified Gluten-Free, Non-GMO Project Verified, and Made in the USA.
THE CHALLENGE
Getting on the shelf was step one. Next: getting shoppers to reach for it.
Paleonola launched into approximately 956 Publix locations. The program needed to build awareness fast in those markets, introduce new shoppers to the brand, and give them a reason to look for it in store.
GOAL 1
Build awareness in markets around Publix locations
GOAL 2
Introduce new shoppers to the grain-free difference
GOAL 3
Generate demand and encourage first-time trial
GOAL 4
Support sales
WHAT WE DID
One system, built around the shelf.
Story
Content pillars built on the ingredient panel, health, and convenience.
Founder-led storytelling, plus founder “store find” and in-store iPhone-style content.
UGC creators aged 40+, chosen to match Publix shoppers and health-conscious audiences.
Awareness
Paid social concentrated around Publix locations, putting creative in front of shoppers who could find the product nearby.
Ongoing testing of hooks, messaging, and formats to find what performed.
Velocity
Retail-focused video and retargeting once enough audience data had built up.
Performance reviews every 3 weeks covering what worked, what didn’t, and next adjustments.
Support around a two-week temporary price reduction at about week 6.
RESULTS
Awareness turned into growing weekly sales.
Across the program, paid social delivered about 3.85 million impressions and more than 2.7 million aggregate reach in Publix markets. As the campaign progressed, weekly sales at Publix grew week over week.
About six weeks in, Paleonola ran a two-week temporary price reduction. Growth is tracked across the full launch period as awareness, creator content, paid media, and the retail promotion worked together.
+181%
weekly sales by week 4
+215%
weekly sales by week 6
+462%
peak weekly sales vs. start
IN THEIR WORDS
Hear from the founder.
Across the program, paid social delivered about 3.85 million impressions and more than 2.7 million aggregate reach in Publix markets. As the campaign progressed, weekly sales at Publix grew week over week.
“We saw meaningful progress week over week. We had increased velocities and we knew that that was only possible because we were gaining exposure online and that awareness was driving trial.”
“The team is very actionable and really easy to work with, and the response times are always fast.”
Dinos Stamoulis
Founder, Paleonola
THE TAKEAWAY
Creator content, geo-targeted paid social, and retail activation, working as one system to move product off the shelf.
Tell the story. Generate demand. Support sales.
Planning a retail launch? Let’s talk about turning your next distribution win into velocity.
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