Observed Signal · Aug 31, 2026 · Campaign Case Study · Source: Adzine · Impact: 2/5 · Sentiment: Positive
Hilcona tests interactive pasta ads
Hilcona (part of Swiss Bell Food Group) ran a German campaign for its 'Originale' pasta line from 10 June to 12 July 2026 using five interactive ad formats supplied by Brame. Formats — two swipe cards, a swipe-to-reveal video, a scratch-ad and a this-or-that poll — each generated roughly 780,000–830,000 impressions. Swipe formats achieved engagement rates of 3.5–3.6% while the scratch ad reached 2.2%; average campaign CTR across formats was 2.83%. Brame billed the campaign on CPM and guaranteed a minimum CTR of 1.8%; the ad server recorded 113,569 click-outs and 84.9% viewability. Planning and evaluation were handled by Mika; a consultancy led by Michael Halbeisen reported ~5x more active users on Hilcona’s site year-on-year based on GA4 data (Jan 1–July 20, 2026 vs same period 2025), though broader campaign attribution is limited.
Single-brand campaign providing comparative performance data on interactive ad mechanics; useful for format benchmarking but limited scale and not platform-level or regulatory news.
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Key Takeaways & Evidence Grounding
- Hilcona campaign ran in Germany from 2026-06-10 to 2026-07-12 for the 'Originale' product line.
- Brame served five interactive ad formats in rotation, each achieving ~780,000–830,000 impressions.
- Swipe formats (two swipe cards and a swipe-to-reveal video) had engagement rates of 3.5–3.6%; the scratch ad reached 2.2%.
- Average click-through rate across the five creatives was 2.83%; Brame guaranteed a minimum CTR of 1.8%.
- Campaign was billed on CPM; the ad server recorded 113,569 click-outs and 84.9% viewability.
Connected Companies & Entities
1 Entity mapped“The consultancy reported results based on GA4 data for Jan 1 to July 20, 2026 compared with the same period in 2025 (reference to GA4 data, ...”
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