How a guacamole brand captured 12,971 shopper emails and 971 verified Walmart purchases

A refrigerated guacamole brand sold nationally at Walmart ran a receipt-verified rebate campaign with Crafted and walked away with 971 verified in-store purchases at $7.94 in media per purchase, a first-party list of 12,971 shopper emails, and one of the more surprising outcomes we have seen: the offer went viral on its own.

The Challenge

The brand sells a fresh guacamole product at an under-$5 price point across Walmart stores nationwide. Fresh categories are unforgiving. Velocity expectations reset every review cycle, and a product that sits loses its placement.

The team had multiple activations running at once, which created a familiar problem: plenty of marketing activity, no way to know which dollars were actually producing purchases at the register. At a sub-$5 price point, the math on paid social only works if conversion is efficient and provable. The brand needed a campaign where every claimed purchase could be verified, not modelled.

The Approach

The brand and Crafted built the campaign around a free-product rebate with receipt verification. The structure:

• Creator-produced UGC videos featuring the product in real kitchens
• Paid Meta amplification geo-targeted to states around the brand's strongest Walmart distribution
• A free-product offer redeemed through receipt upload, so every redemption came with proof of purchase and full basket data
• First-party data capture at opt-in, building an email database the brand owns.

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The rebate did double duty. It was the conversion lever that got shoppers to the shelf, and it was the measurement tool that verified they actually bought.

What Happened: The Offer Went Viral

Free offers travel. Shoppers shared the promotion organically in deal communities and group chats, and the numbers showed it clearly. In the campaign's strongest week, Meta reported 616 leads while Crafted's system captured 1,007 opt-ins. Roughly 40% of that week's leads came from organic sharing the brand never paid for, and cost per lead dropped to $1.45.

Receipts revealed a second pattern: shoppers consistently bought two pouches per trip. A single-unit free offer behaved like a buy-one-get-one at the register.

The Results

Every number below comes from verified receipts and captured opt-ins, not platform-modelled attribution.

Verified purchase economics:

• 12,971 shopper emails captured, a first-party audience the brand owns outright
• 971 receipt-verified purchases at Walmart
• $7.94 in media per verified purchase

What the receipts showed:

• 95% of the receipts contained 2 units, nearly doubling the expected ROAS
• Median basket total of $19.40, roughly four times the product's price point
• Produce appeared on 25% of verified baskets, beverages on 24%, snacks on 21%, a clear picture of who this shopper is and what else they buy

What the brand owns now: nearly thirteen thousand emails of Walmart guacamole shoppers, with purchase verification and basket-level insight attached for verified buyers. No retailer media network hands that over.

Why This Worked

• The offer matched the price point. A free offer on an under-$5 product is cheap to fund per redemption and strong enough to change behavior at the shelf.
• Receipt verification kept everyone honest. The brand paid rebates only on proven purchases and got full basket data in return.
• Organic sharing did unpaid work. A shareable offer generated leads Meta never billed for, pulling blended acquisition costs down week over week.

Next Steps

The brand is now testing offer depth, comparing discount structures against the free-offer baseline in the same geographies to find the most margin-efficient path to trial. Because the measurement layer stays constant, every test produces a clean, comparable cost per verified purchase, and the 12,971-strong email list gives every future campaign a warm audience to start from.