Commerce & Shopper: Omni-Channel Shopper Solution

In-store, online, customer service, loyalty programs, mobile apps, delivery services, social media, aisle disruption… Winners and finalists in this category represent the best examples of manufacturers and retailers committed to providing effective omni-channel commerce and shopper programs.

2021 SILVER

CHIPS AHOY! and Dollar General Salute Service Members

To grow the 57-year-old CHIPS AHOY! brand at Dollar General, CHIPS AHOY! unleashed eye-catching camo packaging and a robust digital, social, and in-store program to capture shopper and employee engagement. The mission-driven program generated goal-surpassing Dollar General cookie category sales and increased Cookie Category $ sales. Unprecedented media, PR, and social impressions exceeded benchmarks with 2.3MM impressions and a double-the-benchmark .28% first action rate.

Brand: CHIPS AHOY!
Client: Mondelēz International
Agency: Phoenix Creative Co.
Language: English

2021 SILVER

Pringles and Pours

When we noticed that Meijer was experiencing lower Pringles’ sales vs. other retailers, we knew we needed to increase Pringles’ sales by solving their shoppers’ unique needs. We found that Meijer shoppers were making quick trips to Meijer and grabbing local craft beer to enjoy with friends. So, we partnered with Founder’s Brewing Co. and positioned Pringles as the perfect accompaniment to their favorite beer. The program doubled Pringles sales objectives by +49.8%, increased the Meijer Salty Snacks category +17.2%, brought in +8% new shoppers and grew baskets +7.1%.

Brand: Pringles
Client: The Kellogg Company
Agency: Haygarth US
Language: English

2021 BRONZE

Your Neighborhood Bud Light Vendor

To connect with sports fans and make up for lost revenue in-stadium and on-premise due to COVID-19, Bud Light created a 360-campaign that used the beloved beer vendor to bring fans the in-stadium experience they were missing and inform them they could get beer delivered to them, just like at the game. Executions drove to BudLight.com/Delivery which aggregated all retailers that could deliver to them. This accelerated alcohol delivery shopping from BudLight.com/Delivery, increasing site traffic 1700%, more than doubling retailer click-outs and contributing to a 209% e-commerce sales lift YOY.

Brand: Bud Light
Client: Anheuser-Busch InBev
Agency: FCB/RED
Language: English

FINALISTS

Trident Chew Tunes

TRISCUIT Crackers TRISCUIT Wheat Story

Unilever Personal Care Beauty Bag Program