Commerce & Shopper: Seasonal/Event

This category features events, platforms or programs that were created to meet the demands of the shopper that are driven by a season, holiday or cultural event.   

2024 GOLD

Move Over Turkey, Campbell’s Celebrates and Owns Sides Season

Holidays are the crucial time of year for Campbell's. Historically, Green Bean Casserole, made with Campbell's Cream of Mushroom, was served in 20 million households, but shifting tastes were threatening its standing. To reverse Holiday sales declines, we’d need to go beyond just Green Bean Casserole and inspire more side dish exploration. Our idea “Sides Season”– inspired by the insight that Americans prefer side dishes to mains, like turkey – gave sides the shine they deserved and helped Campbell’s win the Holidays, leading to a 9% increase in sales YoY.

Brand: Campbell's Condensed Soup
Client: Campbell Soup Company – US Meals & Beverages
Agency: Leo Burnett Chicago
Language: English

2024 SILVER

SKITTLES Summer-Ade

SKITTLES® sought to reverse category share declines by creating a new, evergreen and brand-owned ritual that could drive summer relevance and sales with Gen Z. Tapping into Gen Z’s food-trend obsession, the program introduced a nonsensical SKITTLES® spin on the classic summer lemonade stand tradition. Inspiring shoppers to mix their own SKITTLES® drinks, the basket-building campaign reversed brand share declines, resulting in unit share growth of 1.1 points, a 22.6% increase YOY. Additionally, this omnichannel program achieved incremental brand unit growth of +3.1 million units during the promotional timeframe YOY.

Brand: SKITTLES
Client: Mars Wrigley
Agency: The Mars Agency
Language: English

2024 BRONZE

U by Kotex With U She Can Roadshow To End Period Poverty

U by Kotex’s “Roadshow To End Period Poverty” took a season in which its category had historically played a peripheral role and leveraged it to capture the hearts and purchases of teens and their moms at Walmart. The brand’s (literal) drive across America to end period poverty in schools resonated with back-to-school shoppers by demonstrating that for students in need, period supplies are school supplies. The program reversed a -18% decline in brand buyers with a +21% buyer lift, and also helped drive +11% in category dollar sales at Walmart.

Brand: U by Kotex
Client: Kimberly-Clark
Agency: VMLY&R Commerce United States
Language: English

FINALISTS

Amazon Spend Less on Your Kids

Tyson This Calls for a Grill

Lenovo However You Tech