Commerce & Shopper: Challenger Brand Solutions

This is an award for smaller, new, or emerging brands making inroads against big, established leaders.

2021 SILVER

Paint without the Pain

PREMIER was getting left behind in the paint category (across awareness, sales and share). To solve this, PREMIER reoriented the brand and business to embrace a challenger strategy that would disrupt and reinvent the category. This resulted in a 3pts increase in market share, quadrupling our sales goals and and tripling our awareness goals. Key to our success was leaning into a real human problem that the paint category had ignored for decades: people only see the pain in painting.

Brand: PREMIER
Client: Canadian Tire
Agency: Leo Burnett Canada
Language: English

2020 BRONZE

“Let Your Taste Wander”

We designed “Let Your Taste Wander” as a multimedia campaign to pique people’s curiosity about golden kiwi. Through animated video ads, print, a "Wander & Win" challenge, a microsite, social media, influencer partnerships, and in-store efforts, we engaged the demographic sweet spot, and enticed people to break from their boring shopping routines and place Zespri SunGold in their carts. Ultimately, SunGold’s sales increased 42.7% nationally in 2019 while overall U.S. fruit sales were flat, and the brand’s sales accounted for more than half of the entire kiwi category’s growth.

Brand: SunGold Kiwifruit
Client: Zespri North America
Agency: LRXD
Language: English

2019 GOLD

Supreme Source 10-Day Detox Pet Program

Despite two major competitive entrants in the category within key grocery accounts, the small, independent, family-owned brand of Supreme Source defended its space on shelf with a very minimal budget relative to the competition. Supreme Source disrupted the shopper’s routine with a compelling message and point of difference in the right places at the right times to help drive the best gross sales in company history. Supreme Source’s Detox campaign is a great example of marketing effectiveness by demonstrating how to spend smarter when you can’t spend bigger.

Brand: Supreme Source
Client: American Pet Nutrition
Agency: The Mars Agency
Language: English

FINALISTS

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Tubi B2B

AAA (American Automobile Association)/ACG (Auto Club Group) Expect Something More From AAA, The Auto Club Group