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.

2019 SILVER

Top Your RITZ

While RITZ Crackers are a longtime staple for rich-tasting holiday entertaining recipes, millennials were failing to see the brand’s relevance come Spring and bypassing the cracker aisle in search of lighter, fresh fare. RITZ Crackers needed to redefine cracker usage to include more casual, spur-of-the-moment springtime gatherings. Leveraging social content and retailer-specific mobile experiences, the RITZ brand told a versatility story that inspired different uses of RITZ Crackers (whether topped, dipped or eaten unadorned), partner solutions and consumption occasions. RITZ Crackers ultimately redefined perceptions withthis tech-driven younger audience.

Brand: RITZ Cracker
Client: Mondelēz International
Agency: Geometry (New York)
Language: English

2019 SILVER

Lowes Foods Pair Your RITZ

Lowes Foods shoppers believed a national brand like RITZ Crackers was incompatible with their love for local tastes. Additionally, the brand’s focus on ornate, Pinterest-worthy, home-entertaining recipes was alienating to many, namely men and women who yearned for a simple snack that matched their down-to-earth lifestyles. By showing them how the many flavors of RITZ Crackers could be a surprising, yet welcome companion to the craft beers available at The Beer Den, we established a brand new occasion for RITZ Crackers and drove exploration within the portfolio. 

Brand: RITZ Cracker
Client: Mondelēz International
Agency: Geometry (New York)
Language: English

2018 GOLD

Family Caregiving Club

We tripled Depend distribution by masterminding a 360-degree Family Caregiving Club program for a unique audience—caregiving members in stores but not the incontinence section. Through a seamless suite of in-store, out-of-store, online, on-pack, in-pack and Pharmacy tools, we surrounded the caregiver member with expert advice, curated caregiving content, samples and savings. The convenient, end-to-end experience of our “one-stop support shop” helped alleviate some of the complexity of “care shopping” and brought caregiving members back to Sam’s Club for Depend and other health and wellness essentials for their loved ones.

Brand: Depend
Client: Kimberly-Clark
Agency: KC ShopperConnect
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