Imperial and iO make brand impact measurable with data‑driven B2B campaigns

Smart campaign flows and real‑time data analysis boost sales and strengthen customer loyalty

December 2, 2025

In partnership with leading digital agency iO, Imperial has rolled out two data‑driven B2B campaigns. These initiatives will give the producer of premium charcuterie valuable insights, helping it to target its marketing spend more effectively, increase conversions, and strengthen customer relationships.

Creative media campaigns with measurable impact

Imperial is looking to refine its conversations with two core audiences: butchers and the wider foodservice sector. In close collaboration with iO – its trusted long‑term digital partner – the company shaped its strategy and campaign flows through a series of intensive workshops. Together, they set clear KPIs, built tailored dashboards, developed the creative concept, and launched two campaigns designed to cover every stage of the B2B customer journey, from initial awareness through to conversion.

Jan & alleham: This campaign highlights Imperial’s broad range of cooked hams, with Belgian butchers as the main audience. To ensure maximum measurability, iO tagged all digital channels and integrated the website, HubSpot, and the loyalty programme.
Ready‑to‑Heat: Targeting caterers, theme parks, and family restaurants looking for quick yet high‑quality meals, this campaign is running across Belgium and the Netherlands. It brings together trade publications, online media, chef‑led content, email marketing, and trade fairs.

Real‑time insights, instant optimisation

Together, iO and Imperial set clear KPIs and translated them into dashboards that instantly show engagement and results. This means the campaigns can be fine‑tuned in real time while they are still running.

“Our digital, creative and media specialists collaborated closely to ensure the campaign flows and dashboards generate data that empowers Imperial’s marketing team and gives their campaigns greater impact,” says Hans Van Eemeren, Partner at iO.

A long‑standing partnership for brand growth and innovation

Since 1953, Imperial has been crafting premium charcuterie. Over the past three years, the brand has worked in partnership with iO, initially to sharpen its brand positioning. Today, iO supports Imperial not only with branding but also through creative marketing campaigns, media expertise, and the integration of tools and platforms. The agency takes a holistic view of the customer journey, with a strong focus on efficiently capturing data.

“What’s remarkable is that we’re not simply putting a digital ecosystem in place – we’re also making the performance of every channel completely transparent. With this integrated campaign set‑up, we can see precisely which investment delivers which return. For us, that’s the difference between marketing as a cost item and marketing as a growth driver,” says Inge Knops, Marketing Manager Proximity Imperial.

About iO

iO is one of Europe's leading digital agencies and home of ambitious people, organisations and brands.

Since 2005, we deliver marketing that performs, content that connects, and platforms that scale - all seamlessly integrated across data, media, AI, infrastructure and digital operations.

With more than 2,000 experts across 12 campuses in Belgium, the Netherlands, Sweden, Denmark, and Bulgaria, we help brands such as Audi, Brussels Airport, Efteling, Lidl, Philips, and AkzoNobel to transform their digital experiences. iodigital.com