Glovo and Mars expand global partnership across Europe, Central Asia and Africa, focusing on Retail Media strategies

November 12, 2024
  • Glovo and Mars are deepening their partnership with a strong focus on innovative Retail Media solutions across key markets including Spain, Italy and Poland
  • Building on more than 50% growth of Mars products within Glovo in just one year, the partnership sets ambitious goals for exponential business expansion

Barcelona, 12 November 2024. Glovo, one of the world’s leading multi-category apps, and Mars, a global leader in snacking, food and pet care, today announced the expansion of their global partnership focusing on Retail Media strategies across more than five markets, including key countries like Spain, Italy and Poland. Based on the success of the partnership launched in 2023, the collaboration aims to accelerate media initiatives and further drive mutual business growth.

The partnership has seen strong results in only one year, with more than 50% growth achieved by Mars products within Glovo, and has set ambitious goals to grow the business by the end of 2030. The close collaboration between the two companies, with shared data and dedicated brand support, has been the key to the success of unlocking new opportunities across markets.

As Retail Media became one of Glovo’s biggest bets inside the platform, it will play a central role in the next phase of the partnership. Glovo will offer Mars exclusive benefits such as early access to new advertising solutions, covering the user from awareness to conversion, and comprehensive media data sharing. These efforts are designed to help Mars accelerate its digital strategy, covering the full marketing funnel with winning strategies in place across all involved markets. The partnership also provides an opportunity for deeper integration between Glovo and Mars’ media teams.

Only this year, Glovo has seen an increase of 47% in the Snacking category, which includes Ice Creams, chocolate, and other sweets, and a 51% increase in the Petcare category across markets, showing a strong opportunity for growth for the different verticals where Mars is a global leader.

Victor Roca, Director of Retail Media & Ads Products at Glovo, explains: “This partnership with Mars embodies our vision for Glovo as a true engine of growth for global brands, combining data-driven insights with innovative retail media solutions. By uniting Glovo’s platform strengths with Mars’ commitment to quality, we’re not only expanding reach but transforming how consumers engage with their favourite brands. This is just the beginning of what we believe will redefine the digital shopping experience across our markets.”

Ozenc Okyay, Sr. Director Quick Commerce at Mars, explains: “Quick Commerce continues to be a key priority in our digital commerce strategy. Our partnership with Glovo helps us to set ourselves as pioneers in this space thanks to the close collaboration and the joint vision we have built. Looking forward to seeing Glovo’s expanded capabilities and placements to reach shoppers at the moment of purchase.”

ENDS

About Glovo 

Glovo is a pioneering multi-category app connecting users with businesses, and couriers, offering on-demand services from local restaurants, grocers and supermarkets, and high street retail stores. Glovo’s vision is to build the largest online marketplace to give everyone access to anything in their city within minutes. Founded in 2015 in Barcelona, it operates across 23 countries in Europe, Central Asia, and Africa.

For more information about Glovo, please visit: https://about.glovoapp.com

About Mars, Incorporated

Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a global, family-owned business, Mars is transforming, innovating, and evolving to make a positive impact on the world. Across our diverse and expanding portfolio of quality snacking, food, and pet care products and services, we employ 150,000+ dedicated Associates. With more than $50 billion in annual sales, we produce some of the world’s best-loved brands including Ben’s Original™, CESAR®, Cocoavia®, DOVE®, EXTRA®, KIND®, M&M’s®, SNICKERS®, PEDIGREE®, ROYAL CANIN®, and WHISKAS®. We are creating A Better World for Pets through our global network of pet hospitals and diagnostic services – including AniCura, BANFIELD™, BLUEPEARL™, Linnaeus and VCA™ – using cutting edge technology to develop breakthrough programs in genetic health screening and DNA testing. 

For more information about Mars, please visit www.mars.com.