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WEST DES MOINES, Iowa—Hy-Vee, the Midwest-based grocery chain known for its premium stores and customer service, is partnering with Grocery TV to enhance its in-store advertising capabilities. Through this partnership, Hy-Vee will deploy more than 10,000 digital screens across its 400 retail locations, creating dynamic shopper touchpoints at entrances, checkouts, service areas, and throughout store aisles.
The collaboration integrates Hy-Vee’s retail media network, RedMedia, with Grocery TV’s advanced technology, including connectivity to The Trade Desk. Starting in February 2025, this unified platform will enable Hy-Vee to manage its off-site and in-store campaigns more efficiently while delivering targeted, high-impact advertisements to millions of shoppers.
“Grocery TV’s technology allows us to elevate our in-store experience and streamline our retail media execution,” said Kathryn Mazza, Senior Vice President of RedMedia at Hy-Vee. “Their team has made integration easy, and we’re excited to offer various brands new ways to reach our shoppers.”
In addition to brand advertising, Hy-Vee will use Grocery TV's Content Management System to manage its own in-store messaging. Grocery TV’s media partnerships team will also help drive additional brand revenue by integrating Hy-Vee into its network of more than 5,000 grocery stores nationwide.
Don Oelke, Co-founder and COO of Grocery TV, emphasized the significance of the partnership: “Teaming up with an innovative retailer like Hy-Vee is an exciting step forward for in-store retail media. This collaboration reflects how the channel is evolving to help brands reach today’s shoppers.”
As one of the fastest-growing grocery retailers in the U.S., Hy-Vee’s adoption of advanced advertising technology demonstrates its commitment to enhancing the shopper experience while offering brands better audience targeting and campaign measurement capabilities.
Grocery TV’s expanding network of partnerships with over 100 retailers nationwide positions it as a leader in in-store retail media, setting new standards for technology and return on investment for brands looking to connect with shoppers directly in the grocery aisle.
