Commerce & Shopper: Omni-Channel Shopper Solution

In-store, online, customer service, loyalty programs, mobile apps, delivery services, social media, aisle disruption… Winners and finalists in this category represent the best examples of manufacturers and retailers committed to providing effective omni-channel commerce and shopper programs.

2021 BRONZE

General Mills Holiday Portfolio: Make It Home

By unifying three iconic brands into a holistic portfolio solution while surrounding shoppers with commerce-friendly, omnichannel experiences, the “Make it Home” campaign drove the season and lifted sagging sales. The omnichannel holiday portfolio generated a 29% lift in household penetration and drove $36MM in sales representing a 40% sales lift versus pre-campaign and a 27% increase year over year. 36% of shoppers were new to our brands, busting a 29% benchmark and helping drive a 5% increase in the number of times 2 or more portfolio brands shared a basket.

Brand: Betty Crocker, Pillsbury, Chex
Client: General Mills
Agency: VMLY&R Commerce
Language: English

2020 GRAND

Whopper Detour

To attract shoppers and generate excitement about its revamped mobile app with order-ahead functionality, BK skipped the typical offer, leveraging a powerful insight: with the new app, anywhere can be a place to order a Whopper—even a McDonald’s—turning their much larger footprint into ours. Rewarding shoppers (many lapsed and new) with a $0.01 Whopper (when ordered from McD’s), we invited them to engage in the trolling fun–crushing our downloads KPI, hitting #1 on app stores, delivering millions of downloads in 9 days, millions of incremental-revenue value, and 37:1 ROI.

Brand: Burger King
Client: Burger King
Agency: FCB New York
Language: English

2020 GOLD

Summer by the Batch

Summer is entertaining season. While beer always makes the guest list, spirits struggle to get invited to the party. Why? Beer is easy to serve, whereas spirits are perceived as too complex for summer’s laid-back vibe. So, we brought the casual to cocktails with simple recipes, made to be party-sized, and helped hosts throw a better summer bash that was more impressive to guests and more self-fulfilling for hosts. Spirits went from the B-list to the VIP list: surpassing business goals, increasing seasonal relevance, and successfully driving trade-up from beer.

Brand: Diageo Spirits
Client: Diageo North America
Agency: Arc Worldwide
Language: English

FINALISTS

ZzzQuil & Pure Zzzs ZzzQuil Better Sleep for Better Days

Kraft The Kraft World Cup Burger Joint

Canon Beauty deserves to be printed