NuvoRetail helps Barry Callebaut grow ad sales 17 times with full-funnel Amazon strategy

Goals

Building brand awareness in a new category requires more than a product launch: it demands a sequenced, full-funnel approach. Barry Callebaut, the world's leading manufacturer of chocolate and cocoa products, faced this challenge in late 2025 when expanding from business-to-business (B2B) dominance into direct-to-consumer sales on Amazon India. The company's two consumer brands, Callebaut and Van Houten Professional, had zero presence on Amazon and baking chocolate was a niche category with low discovery among shoppers. October 2025 baselines told the story: branded search frequency rank sat at 56,253 for Callebaut and 73,242 for Van Houten, and monthly reach was just 44,000 users.¹ Amazon Marketing Cloud (AMC) conversion path analysis revealed shoppers clicked but did not add to basket, creating a gap between discovery and purchase.

Barry Callebaut partnered with NuvoRetail, an Amazon Ads advanced partner, to close that gap and build a category from the ground up.

Approach

NuvoRetail designed a four-wave, 15-day sequencing model where each stage generated the signal for the next, ensuring every ad pound was built on proven intent rather than assumptions. Wave 1 used Brand+ with seasonal creatives to establish brand propositions and reach new audiences. Wave 2 remarketed to exposed shoppers leveraging Amazon DSP Performance+ consideration, Sponsored Brands and Sponsored Brands video to move them from awareness to active consideration. Wave 3 deployed Performance+ and sponsored ads remarketing to convert shoppers who had demonstrated intent through detail page views and add-to-basket actions. Wave 4 focused on retention through Performance+, re-engaging buyers to build repeat purchase behaviour.

AMC connected the entire funnel, revealing that 70% of purchases included Amazon DSP touchpoints and identifying 45% Amazon Standard Identification Number (ASIN) overlap that enabled cross-selling between product variants. This insight-driven approach meant NuvoRetail could continuously refine audiences and allocate budget toward the highest-value shoppers at each stage.

Results

The five-month campaign that ran from November 2025 to March 2026 transformed Barry Callebaut’s Amazon India presence from zero to category leadership. Awareness expanded 160 times, with monthly reach growing from 44,000 to 7,150,000 users and impression share rising from 36% to 76%.² Consideration increased 35-fold, with detail page views scaling from 4,881 to 173,000 and click-through rate reaching 0.7%, which was 75% above goal.³ Conversion grew 17-fold for ad sales and 10-fold for total sales,⁴ while loyalty scaled 51 times.⁵

New-to-brand (NTB) customers increased 17-fold.⁶ Performance+ long-term sales were 63% higher than in-period sales.⁷ AMC audiences, including add-to-basket-no-purchase segments and purchaser lookalikes, delivered 50-55% lower advertising cost of sales (ACOS) compared to broad segments.⁸ The brands achieved six out of ten best seller ranks, peaking at Best Seller Rank #2.⁹

The results demonstrate that building a category from the ground up on Amazon India is achievable when awareness, consideration, conversion and retention work as a connected sequence, not isolated tactics. By using Amazon Marketing Cloud to inform every stage and Amazon DSP to activate audiences at scale, NuvoRetail helped Barry Callebaut turn a niche category with low discovery into a growth engine, earning six of the top ten best seller ranks in just five months.

Sources

^1-9 Barry Callebaut, India, 2025-2026.