Retail media networks often talk about becoming media companies. Hy-Vee RedMedia may be one of the clearest examples of what that actually looks like.

In this episode of The Middlemen, Tom Limongello and Todd Sawicki sit down with Britt Polihronis, COO of Hy-Vee RedMedia, to discuss how the Midwest grocer has built a retail media business that combines onsite, offsite, and one of the largest in-store digital screen networks in grocery.

With more than 330 stores across nine states and a growing presence in Indiana, Hy-Vee has positioned itself as a key gateway to Midwestern shoppers. Rather than competing directly on national scale, RedMedia focuses on deep customer relationships, strong merchandising partnerships, and localized execution.  

A major focus of the conversation is Hy-Vee’s investment in in-store media. Through its partnership with Grocery TV, the retailer has deployed more than 10,000 screens across stores, creating a significant physical media footprint that reaches shoppers throughout their journey. Rather than selling screens as standalone inventory, Britt explains how RedMedia integrates screens, audio, onsite placements, offsite media, and promotions into coordinated omnichannel campaigns.  

The discussion also explores:

• Why regional retailers can compete effectively despite not having national scale
• How Hy-Vee measures in-store media performance using holdout methodologies and sales lift analysis
• The role of merchandising partnerships in retail media success
• Why “share of voice” often matters more than simply maximizing impressions
• The growing importance of in-store experiences as a differentiator for retailers
• How AI and agentic shopping could reshape retail media over the next five years

One of the most interesting themes is Todd’s observation that RedMedia increasingly sounds less like a traditional retail media network and more like a sophisticated publisher. From editorial-style planning and seasonal campaign calendars to audience strategy and omnichannel execution, many of the same principles that drove digital publishing are now emerging inside retail organizations.  

For anyone interested in the evolution of retail media, in-store advertising, or the growing connection between merchandising and media, this episode offers a practical look at how one retailer is putting those ideas into action today.

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