Effie Worldwide

Single-Retailer Program: Supermarkets




Water Sustainability

The Save Water campaign was created by Colgate-Palmolive in partnership with Safeway/Albertsons to spark brand sales growth by leveraging our key insight that shoppers are willing to purchase and spend more on brands with a commitment to social causes.Through a highly impactful integrated campaign during a time when water conservation was socially relevant in drought-ridden Northern California, Safeway/Albertons experienced category growth. Colgate-Palmolive grewbrand market sharewith minimal discounts available in market.

  • Brand: Colgate
  • Client: Colgate-Palmolive
  • Agency: The Mars Agency

ShopRite Mix-In Matchmaker Program

Friendship Dairies cottage cheese developed and led a multi-partner, cross-category shopper marketing program for ShopRite. Called Mix-In Matchmaker, it encouraged the grocers highly coveted healthy food shopper segment to discover surprising, new ways to combine Friendship Dairies cottage cheese with other healthy foods to expand their restless palates and enliven their food journeys. This resulted in a 12% increase in spending by health-focused shoppers. Brand sales grew 8.3%, with a 60% repeat rate by new customers. ShopRite loved the promotion so much they adopted their own recurring version of it.

  • Brand: Friendship Dairies cottage cheese
  • Client: Saputo Dairy Foods
  • Agency: Partners + Napier

Feed a Childhood

We learned we could do well for the milk category by doing good for the community. Our campaign got moms who shop at Hy-Vee to donate milk to local families in needand at the same time, reminded her of how milks nutrients can fuel her own kids potential. By asking mom to Feed A Childhood, we drove a sales lift in a category thats been declining since 2010, and delivered over 50,000 gallons of milk to families who needed it the most.

  • Brand: MilkPEP
  • Client: MilkPEP
  • Agency: FCB/RED
2016_sme_2016_440595_hero_1 Strategic Milk Alliance Milk Coloring Contest


To browse winners in this category from previous years