Shopper Marketing: Single-Retailer Program- Supermarkets



7UP Mix It Up A Little at Hy-Vee

In 2016, DPSG begin building a marketing relationship with Hy-Vee with smaller tactical shopper programs. Due to their love for 7UP, it was the perfect brand to take our relationship to the next level and show the impact a 360 shopper marketing program could have.

Brand: 7UP
Client: Dr Pepper Snapple Group
Agency: IN Connected Marketing

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

2018_sme_2018_e-210-807_hero_1 Unilever Recipe for Gorgeous Hair
2018_sme_2018_e-285-187_hero_1 Unilever: Dove, Suave, Caress, Ponds, Tresemme, Degree Treat Yourself
2016_sme_2016_440595_hero_1 Strategic Milk Alliance Milk Coloring Contest

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