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.

2017 SILVER

Say Thank You With M

"Say Thank You With M" unified three American icons - M&M's, U.S. troops and Walmart - into one summer campaign. When Walmart shoppers bought M&M's, we donated a bag to troops. We also provided meaningful engagement with our brand and our troops, and offered up inspiration for adding M&M's to summer celebrations. Using shopper, brand and retailer insights, we created a fifth season for candy that saw $6MM in incremental sales, grew the category at Walmart by 2.4%. We also generated 13,000 letters to troops and donated 1.8MM pounds of chocolate.

Brand: Mars Chocolate
Client: Mars Chocolate North America
Agency: Catapult Marketing
Language: English

2017 BRONZE

College Care Essentials

Going Back-to-College with Johnson & Johnson
Johnson & Johnson's upper respiratory line was about to see a major cut in distribution at Walmart. And with Cold and Flu season right around the corner, that just couldn't happen. So, they teamed up with Kleenex and Clorox and went back-to-college to create a total care solution that was perfect for parents and their newly independent college students. This program saved the brand's distribution at Walmart and exceeded expectations while helping J&J gain additional merchandising support across all Walmart stores.

Brand: Johnson & Johnson
Client: Johnson & Johnson
Agency: Geometry Global
Language: English

2017 BRONZE

McDonald's & Coca-Cola

The Sip, Share and Win program was born out of an idea that identified and utilized an important yet understated retail asset in the restaurant business: the drive-thru. While a traditional shopper marketing activation typically relies on activating the inside environment of a restaurant, we recognized the value of the drive-thru for its ability to connect with shoppers by leveraging a seasonal insight. Focusing on the outside retail asset and connecting it with a seasonal insight helped McDonald's stem and reverse a continuous decline in its soft drink sales.

Brand: McDonald's & Coca-Cola
Client: McDonald's
Agency: Leo Burnett/Arc
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