CLIENT
Mondelēz International
Jason Ricard, CVP, Convenience Distributor Management
Kristin Tremblay, Manager, Partnerships & Platforms
RUTTIKA JOSHI, Convenience Planner
Lauren Flanigan, Director, Portfolio Marketing
Philipp Wiebel, Sr. Director of Customer Development
Tanya Berman, SVP, Biscuit Category
AGENCY
Abby Beaston, Director of Shopper Marketing
Olivia Ufkes, Senior Account Manager
ABBEY ASH, Partner, Chief Marketing Officer
David Dolak, Head of Creative
Jackie Forys, Account Manager
CYNTHIA ABRAMSON, SVP Business Development, Audio & Digital Marketing
CAROLINE VALENTINO, Integrated Media Account Supervisor
Coca Cola
Carlton Austin, Director of Convenience Retail
Level 14
Melissa Packman, Owner/CEO
SUMMARY
NABISCO
built an NCAA® March Madness® program around a rivalry between #TeamSweet and
#TeamSavory to rev up the convenience store heavy snack shopper’s interest and
connect love of college basketball to their love of snacks.
The
program teamed up with NCAA ballers, revved up competition with a team-based
online sweeps, and rang serious baskets with savings for consumers in store. It
was all brought to the consumer in a complete-path-to-purchase, omni-channel
program that caught their attention on the devices they use most and brought
them in store before the buzzer.
