'Next level digital activation': Wolt inks 'game changing' e-commerce retail media deal with Mars

Finnish food and merchandise rapid delivery platform Wolt has announced a global retail media partnership with Mars.

In a LinkedIn post, Nutsa Adamia, CPG Partnership Manager at Wolt, said: "Thanks to Salomon Tenenbaum's (Director, Global Head of CPG Partnerships & Ad Sales at Wolt) amazing strategic skills and deep insights, we’ve secured a powerful collaboration that will span seven markets - and I’m proud to be leading this roll-out."

She added: "Mars has been incredibly open to innovation, eager to test, learn, and scale. The campaign includes standout features like cart recommendations, search visibility, and category top positioning - real game changers for brand awareness and conversion. We’ll also provide Mars with detailed, data driven insights to support growth and smart decision-making."

"Huge thanks to Elbey Aliyev (EU Digital Commerce Channel Manager) on the Mars side, who’s been instrumental in bringing this to life. His leadership is key to making this campaign a success. Truly one of the smartest and most talented people I’ve worked with. He’s focused, clear on his goals and always on point."

She concluded: "It’s inspiring to see global brands like Mars fully embrace the potential of e-commerce and retail media - not just as a sales channel, but as a platform for brand building and innovation. This is what next level digital activation looks like."

2025 RTIH INNOVATION AWARDS

Retail media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.