Talabat × Heinz
Project Overview
Talabat is the leading fast delivery app in the UAE, connecting millions of customers with groceries, restaurants, and everyday essentials. Heinz, one of Talabat's key grocery partners, wanted to drive measurable awareness and incremental sales for its products directly on the Talabat platform.
The two brands joined forces in a co-op campaign built around Google's first-party audience capabilities and GA4 measurement infrastructure, ensuring every dirham of spend was tied to a verifiable, Heinz-specific outcome.
Challenge & Context
The core challenge was ensuring the co-op campaign targeted the right people, measured the right outcomes, and focused exclusively on Heinz products, not the broader grocery category. Three problems needed solving:
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Audience precision: Generic app campaigns would reach all Talabat users regardless of purchase behaviour. Heinz needed to reach customers already buying in the grocery category, not cold audiences with no buying intent.
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Product-level measurement: Standard app analytics track installs and broad engagement. The campaign needed a conversion event specific to Heinz product purchases, without a lengthy engineering sprint.
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Dual objectives: The campaign had to serve both branding (digital shelf space, brand recall) and performance goals (cost-per-acquisition, basket growth) simultaneously.
Our Approach
Talabat and Heinz took a co-op approach powered by GA4 and App Campaigns for Engagement (ACe). The four-step execution was designed to be fast, codeless, and directly tied to Heinz-specific KPIs:
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1
Customer Match audience upload: Talabat defined a relevant segment of Talabat Mart grocery customers and uploaded them as a Customer Match list, giving the campaign a high-intent seed audience from day one.
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2
GA4 Audience Trigger for Heinz purchases: Using GA4's Audience Trigger feature, Talabat created a custom conversion event that fired whenever a Heinz product was purchased through the app. No code changes required, configured entirely within GA4.
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3
Heinz-branded creative assets: All ad creatives featured Heinz products prominently, reinforcing brand recall and ensuring the co-op investment translated into visible shelf presence within the Talabat environment.
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4
ACe optimisation toward Heinz conversions: App Campaigns for Engagement was configured to optimise bids toward the custom Heinz purchase event on a target cost-per-acquisition basis, aligning Google's machine learning directly with the commercial outcome Heinz cared about.
Results & Impact
The campaign delivered strong results across both awareness and performance metrics, validating the co-op model as a scalable playbook for future brand partnerships on the Talabat platform:
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The campaign reached over 90% of the defined target audience, confirming that Customer Match and ACe together provide exceptional coverage within relevant user segments.
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Heinz recorded a 6.5% increase in basket size versus the broader grocery category, demonstrating that campaign exposure drove incremental purchase value, not just clicks.
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The GA4 Audience Trigger setup established a reliable, scalable measurement framework that Talabat can replicate for future brand partners without additional engineering overhead.
"Using Audience Triggers, we built a reliable and scalable measurement setup to attain specific partner KPIs."
— Amr Al-Habbal, Director - Performance Marketing, Talabat
"A collaborative campaign provided us with in-depth performance data and resulted in a significant increase in brand awareness."
— Ilya Myskin, Brand & eCommerce Manager, Heinz
Frequently Asked
GA4 Audience Triggers let you create a custom event that fires automatically when a user enters a defined audience segment, for example, "purchased a Heinz product." Instead of requiring developers to instrument a new event in code, the trigger is configured entirely within the GA4 interface. This makes it fast to deploy, easy to adjust, and scalable across multiple brand partners without adding engineering overhead to each new campaign.
Customer Match lets you upload a list of known users, typically identified by hashed email addresses or phone numbers, and match them to signed-in Google accounts. For an app like Talabat, this means you can target an audience of existing customers who have already transacted on the platform, rather than relying solely on behavioural or contextual signals. The result is a high-intent seed audience that improves campaign efficiency from launch.
Successful co-op campaigns require clear ownership of three things: data, creative, and measurement. The platform (Talabat) owns the first-party audience data and the measurement infrastructure. The brand partner (Heinz) owns the creative identity and the performance KPIs. The campaign is structured so each party contributes what they do best, and the measurement setup, in this case GA4 Audience Triggers, provides both parties with transparent, granular reporting tied to the brand-specific outcome rather than a generic platform metric.
App Campaigns for Engagement (ACe) is a Google Ads campaign type designed to re-engage existing app users rather than acquire new installs. It optimises bids toward in-app actions, such as a purchase or a specific product interaction, across Google's entire network (Search, Display, YouTube, Discover). ACe is the right choice when you have an established user base, a defined in-app conversion event, and a goal of driving deeper product engagement or incremental revenue rather than growing install volume.