We’ve arrived at the final installment in our Minds Behind Effective Marketing series, presented by Valassis. Throughout the series, we’ve had the opportunity to learn from the strategic and creative minds behind some of our favorite Effie-winning work. We hope you’ve taken away some tangible insights and inspiration that you can bring brack to your teams and your work.
In our final interview, Valassis’ Jason Kaplan sits down with Mindy Stone, Customer Director, Shopper Marketing at Mondelēz International and Abbey Ash, Partner, Director of Shopper Marketing at Phoenix Creative Co to talk about how they drove Nutter Butter’s sales from flat to double-digit growth while connecting with 7-Eleven’s millennial shoppers in new and innovative ways. “Nutter Butter at 7-Eleven” took home a Bronze Effie in the Single Retailer Program category at the U.S. Commerce & Shopper Effies.
Nutter Butter was turning 50 in 2019 and, while it continued to be the #1 peanut butter cookie, sales were flat, so the team knew that, with a minimal budget, they needed a compelling shopper insight and an engaging, multidimensional approach to their marketing to engage consumers.
The team’s data uncovered that the peak hour for Nutter Butter purchases in the convenience store channel was 7-8am. With this is mind, the brand partnered with 7-Eleven’s food service team and got creative in how they brought everyone’s favorite things about Nutter Butter to the breakfast category.
The program kicked off with a nationwide takeover at 7-Eleven, featuring in-store signage, displays and shelf talkers, and culminated in special offers in the 7-Eleven rewards app, a big social media push and special in-person engagements on National Peanut Butter Cookie Day.
“You don’t necessarily need to have a huge budget if you have a good insight to build on and you have a really strong and dedicated team,” advised Stone, while referring to her team’s Effie-winning work. Watch the interview (above) and then click here to read the case study. Valassis has unlocked ‘Nutter Butter at 7-Eleven’ in the Effie Case Database through June 28.
Watch Next: “Hershey Easter ‘Be So Eggstra’ at Walmart” with The Hershey Company and TPN.
To watch our full series of Minds Behind Effective Marketing, click here.
A special thanks to our partners at Valassis for bringing us conversations with the leaders behind some of our favorite Effie-winning work. To learn more about Valassis, click here.
