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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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

2017 GOLD

National Toilet Paper Day

Quilted Northern faced challenges growing in brick-and-mortar stores, with consumers less loyal and retailers favoring private label. Amazon needed to tackle low interest in buying toilet paper online. A partnership around a one-day promotion proved powerful: we combined Quilted Northern's promise of "Designed to be Forgotten" and Amazon's Subscribe & Save feature (putting toilet paper shopping on autopilot) to create an activation around the year's most forgettable day: National Toilet Paper Day. The results were memorable: big sales, new audiences and a pipeline of loyal subscription customers.

Brand: Quilted Northern
Client: Georgia-Pacific
Agency: Droga5