Shopper Marketing: Multi-Brand Shopper Solution
This award will celebrate multi-brand/product/manufacturer solutions that came together to address exactly what their target shopper needed.
Diageo Pretty Simple Drinks
In 2017, shoppers bought way more wine and beer, and way fewer Diageo spirits. Why? Because even though spirit shoppers wanted to serve beautiful cocktails during at-home gatherings, the intimidation and complexity of cocktails was causing them to switch to wine and beer in-store. That’s why we developed a multi-brand program with five Diageo brands– showing just how easy it is to create Instagram-worthy cocktails in under 60 seconds. Ultimately, we provided shoppers with all the ingredients, education, and inspiration needed to make Pretty. Simple. Drinks.
Client: Diageo North America
AHOLD Feeding America Program – Hidden Camera on Hunger
One in five children will go hungry in America this year. Not only are many people unaware of this statistic, but they’re also confused about how they can help. Unilever and AHOLD joined forces to put a Hidden Camera on Hunger through an in-store sampling campaign turned viral video that made shoppers appreciate what it’s like when children in America go hungry.
Agency: Geometry Global
Taste of the Tournament for Kroger, Hershey's, Mondelez, & The Coca-Cola Company
During the month of March, The Coca-Cola Company, Mondelez International and Hershey’s executed a marketing campaign to drive sales among Kroger shoppers who were looking for fun and easy foods and beverages for home viewing occasions – specifically March Madness games. The campaign offered food and beverage ideas and recipes to shoppers online, on social media, in stores and through events, resulting in an incremental dollar lift of $5.9 million and a 7.6% lift in base dollar sales for all promoted brands.
Client: The Coca-Cola Company
Agency: Melt ATL