Shopper Marketing: 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.
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2019 BRONZE
Vicks Cold, Cough, Flu 2017-2018
Vicks needed a Walmart specific campaign to keep the brand top-of-mind during stock up season & make Walmart Mom’s go-to destination during peak season.The National campaign spoke to anyone who cannot take sick days. To align to Walmart’s core shopper, we created a customized program. By focusing on a “Moms Can’t Take Sick Days” campaign, Vicks’ brand equity was leveraged while providing Walmart the ability to win.Vicks’ sales at Walmart increased & mom kept going during cough, cold, flu season.
Brand:
Vicks
Client:
Procter & Gamble
Agency:
Saatchi & Saatchi X
2018 GOLD
Sam's Club Halloween Multi-Brand Platform
What do you do when you identify a cultural trend with opportunity to drive cross-category purchase? You howl and run with it! Halloween season at Sam’s Club promises Members jumbo-sized bags of candy and costumes for pint-sized Trick or Treaters. But, Sam’s was under-serving an adult-sized opportunity. With 157MM Americans celebrating Halloween and more adults than ever (32%) attending or hosting a Halloween party, we identified whitespace for Tyson and Sam’s Club to partner, capturing unexpected Halloween shopper dollars. In the end, we tripled volume goals and doubled our ROI.
Brand:
Tyson Foods
Client:
Tyson Foods
Agency:
IN Connected Marketing
2018 BRONZE
RITZpiration
RITZ Crackers have always been a traditional household, entertaining staple around the holidays, which is also why sales typically spike for RITZ in Q4. In order to continue to grow sales for the brand, RITZ had to turn the page and re-imagine what traditions mean to a new generation of shoppers - Transitional Millennials. We started with the season when social calendars start filling up – spring. We gave these socially driven shoppers, RITZpiration, inspiring recipes reflective of their spring social calendars.
Brand:
RITZ Cracker
Client:
Mondelez International
Agency:
Geometry Global
FINALISTS
Hershey
"Get Into the Spirit" with Hershey at Ahold
Jimmy Dean, Wright Brand Bacon, Sara Lee Frozen Foods
Made with Love Multi-Brand Platform
Coffee-mate
Holiday Vote-A-Flavor
