Commerce & Shopper: Seasonal/Event

This category features events, platforms or programs that were created to meet the demands of the shopper that are driven by a season, holiday or cultural event.   

2022 SILVER

Earth Day Every Day

Nestlé Professional set out to become an always-on staple on college and university menus with its plant-based protein offerings under the Sweet Earth brand. They decided to win over the foodservice operators—who had shown a dwindling appetite for adding unproven items to the mix—by also winning over their customers. The Earth Day Every Day campaign drove high demand for plant-based dishes with students and, ultimately, with operators. Twenty-three operators participated in the campaign, with an impressive 56% agreeing to carry Sweet Earth indefinitely.

Brand: Sweet Earth
Client: Nestlé Professional
Agency: VMLY&R Commerce
Language: English

2022 SILVER

Celebrate All Moms, They Deserve It!

People recognize all their “moms” on Mother’s Day, but historically only buy a card for the mom who raised them. After the 2020 pandemic, there was a renewed desire for expression that a gift alone couldn’t deliver. From moms by birth to moms by choice, mom squads to pet moms, American Greetings found a way to help Target Guests show appreciation for all the important women in their lives, delivering the highest greeting card sales in the retailer’s history.

Brand: American Greetings
Client: American Greetings
Agency: VMLY&R Commerce
Language: English

2021 BRONZE

Summer With The Champagne of Beers

With millennials increasingly choosing canned beer for summer, Miller High Life needed to reimagine how their can package could play a role in their drinking occasions to stem volume declines. Millennials believe High Life’s champagne-style bottle makes it worthy of drinking, so we created Summer With The Champagne of Beers, an omni-channel program built around a limited edition packaging design that transformed every can of High Life into a champagne-like experience. The program drove a year-over-year increase in volume for Miller High Life’s cans, outpacing the economy beer segment.

Brand: Miller High Life
Client: Molson Coors
Agency: Arc Chicago
Language: English

FINALISTS

Dewar´s Un regalo único para papá

Amazon Spend Less on Your Kids

Tyson This Calls for a Grill