Commerce & Shopper: Single-Retailer Program- Mass Merchants

For campaigns that ran with a tailored, retailer-specific idea and excecuted that idea at a single retail mass merchant chain.

2023 BRONZE

Extend A Paw: Mars Petcare at Walmart

Mars Petcare set out to improve performance in the Pet Category at Walmart while also driving brand sales. The program was an omnichannel campaign that extended Walmart’s initiative to fight human hunger to include pets. It successfully inspired cause-minded shoppers to buy Mars Petcare brands at Walmart by tying every purchase to a meal donation for a hungry pet. Between 8/2/21 and 9/30/21, Walmart’s Pet department’s overall revenue grew 11% year over year and Mars Petcare saw a 14.8% incremental sales lift, while donating 2.5 million meals to pets.

Brand: Pedigree, Nutro, IAMS Cat, IAMS Dog, Temptations
Client: Mars Petcare
Agency: The Mars Agency
Language: English

2022 GOLD

Take A Hike

Merrell has been a leader in hiking since 1981. So when millions of consumers were getting outside during the pandemic you would think we’d be the go-to-choice for the trail. But we weren’t. Turns out younger consumers don’t always consider traditional outdoor brands for their outdoor adventures. We created an integrated shopper program successfully launching our new "fast hike" category at Dick's Sporting Goods. "Take A Hike" encouraged younger consumers to redefine hiking with every step, positioning Merrell as the brand that has your back for every kind of hike.

Brand: Merrell
Client: Merrell
Agency: Blue Chip
Language: English

2022 GOLD

Everyone’s Welcome at Our Table

As 2020 unfolded, the US grappled with a global pandemic and a contentious rise in demand for social justice. In the wake of the heaviest year in recent memory, Walmart and TUMS came together with an uplifting campaign grounded in their shared values and commitment to spark change by launching a co-branded omnichannel program to authentically encourage cultural exploration through food. “Everyone’s Welcome at Our Table” surpassed expectations proving shoppers were yearning for a way to immerse themselves in a cultural experience through food without the discomfort of heartburn.

Brand: TUMS
Client: GSK Consumer Healthcare
Agency: Arc WW
Language: English

FINALISTS

Coca-Cola A Taste of Space – Coca-Cola Creations Starlight

Pedigree One True Loyalty Program

Hallmark, Inc. Hallmark Shoebox Launch at Walmart