Commerce & Shopper: Single-Retailer Program- Supermarkets
For campaigns that ran with a tailored, retailer-specific idea and executed that idea at a single retail supermarket chain.
“This is How TEXAS Does S’mores” with Hershey’s at H-E-B
Hershey faced a Texas-sized challenge: H-E-B took a bite out of s’mores' promotional season, cutting it by 4 weeks. Hershey needed to meet its yearly average of 6-pack sales and fill a $58K gap. Hershey played to H-E-B shoppers’ Tex-Mex tastes with This is How TEXAS Does S’mores, pairing classic s’mores fixings with audience-appealing ingredients in placements throughout the shopper journey. With the additional help of influencer content and paid media, Hershey exceeded its goals and increased orders by 26.4%, retail sales by 25.3%, and unit sales by 7.2%.
Client: The Hershey Company
Agency: TPN Retail
Share a Pack with a Hero
In a category experiencing declines, Extra gum wanted to create an emotional connection with shoppers that would give them a reason to engage with the category again. Teaming up with Kroger and the USO, we gave shoppers a simple way to support for troops in November. When shoppers purchased a pack of Extra gum, we shared a pack with a hero. Aligning to the Extra brand campaign, “Give Extra, get extra”, the program instantly resonated with shoppers and led to 42% growth in Extra retail sales during that time period.
Brand: Extra Gum
Client: Mars Wrigley Confectionary
Agency: The Integer Group
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