The shopper journey is constantly evolving, with new ways to engage shoppers and guide the purchase process. Our new video series, Minds Behind Effective Marketing, features interviews with the creative and strategic minds behind some of your favorite Commerce & Shopper Effie Award winners, brought to you by our partners at Valassis. The series will not only take a look at what the teams behind the work did to achieve growth, but how they did it.
In the first episode, Valassis’ Jason Kaplan sits down with Jessica DuQuesne, Sr Omnichannel Marketing Manager, Walmart/Club Team Lead at The Hershey Company and Ally Holland Gill, SVP of Client Service at TPN to take a closer look at their Effie-winning campaign for ‘Hershey Easter “Be So Eggstra” at Walmart’ and discuss the opportunities for brands to create effective omnichannel strategies.
The Hershey Company set out to get Walmart shoppers excited about their Easter program, which included the well known and loved Reese’s and Cadbury Eggs, and also introduced the new Cadbury Shimmer Eggs. Their research found that there wasn’t a lack of interest in Easter, but rather a challenge of wanting to create family traditions but lacking time and inspiration to take action. The “Be So Eggstra” campaign ultimately led to Reese’s and Cadbury achieving double digit sales growth and contributed to Walmart’s overall seasonal share increase.
Watch the interview (above) to learn what made the “Be So Eggstra” campaign so effective and gain some practical insights and inspiration that you can take back to your teams.
‘Hershey Easter “Be So Eggstra” at Walmart’ won a Bronze Effie Award in the Commerce & Shopper – Seasonal/Event category at the 2020 Effie United States competition.
For some extra inspiration, Valassis has unlocked “Be So Eggstra” in our Effie Case Database. Access the complimentary case study through June 3, 2021.
