Commerce & Shopper: Multi-Retailer Program

For campaigns that ran with a central idea and executed that idea via dedicated rollouts to three or more different retail chains.

2022 GOLD

Ziploc Functional Fashion

This multi-retailer campaign helped shoppers experience the Beauty of Bag Bliss with fashion-forward Ziploc Accessory Bags. While Ziploc was the category leader in superior food storage, growing the brand was a challenge. By creating a category within a category across retailers including Walmart, Kroger, Costco and Amazon, Ziploc entered the world of fashion and beauty organization, helping shoppers find what they’re looking for and look good doing it. This attributed to shopper increases from Y1 to Y2 in basket size +12%, spend per trip +18%, and brand loyalty +15.8%.

Brand: SCJohnson
Client: S.C. Johnson
Agency: TracyLocke
Language: English

2022 BRONZE

Sing It With OREO

OREO’s belief in the power of playfulness and music’s ability to transcend divides resulted in an iconic partnership with globally recognized recording artist Lady Gaga. At Target Stores, Albertsons Companies and Kroger, Mondelēz International developed an omnichannel campaign that brought people together through their love of music and OREO Cookies. Custom OREOgrams increased engagement with the brand on social channels, and connected people who wanted to remain close while physically being apart. Results went platinum with each retailer seeing an increase in OREO Cookie and overall Cookie Category sales.

Brand: Limited Edition Lady Gaga OREO Cookies
Client: Mondelez International
Agency: VMLY&R Commerce
Language: English

2021 SILVER

Tyson Halloween Boo Guru

While Halloween is dominated by sales of snacks and candy, October is also when Tyson products experience a lull between the heights of the back-to-school and holiday periods. Inspired by Halloween’s culture of imagination, our program had shoppers turning Tyson products into delicious, yet easy, expressions of creativity, while delivering custom solutions for our major retailer partners. Our program drove shoppers to the frozen and refrigerated protein categories and had them buying, using, and loving our Tyson products during a time of year overshadowed by higher profile categories.

Brand: Tyson Foods
Client: Tyson Foods, Inc.
Agency: IN Connected Marketing
Language: English

FINALISTS

NABISCO SCORE BIG with NABISCO

Nutrena ProForce ProForce: Sports Advertising for Horses

TRISCUIT Crackers and Sabra Hummus TRISCUIT Crackers and Sabra Hummus - Tastiest Year Ever