Shopper Marketing Effie Awards: Case Studies
We present summaries of 16 of the 20 winning campaigns in the 2018 Shopper Marketing Effie Awards, which were presented by Effie Worldwide in partnership with the Path to Purchase Institute.
With Halloween parties on the rise as a social occasion, Tyson Foods ran an inspirational recipe campaign to lift sales of its frozen and refrigerated products at Sam’s Club.
Taking on the cause of childhood hunger in America, Unilever teamed up with Ahold on a program that starkly shined a light on the issue for shoppers in stores, helping them “see” the need to help and making it easy to contribute.
Caregivers offer up so much time and energy for the people they’re caring for that it can be overlooked just how stressful shopping for someone in need can be. Kimberly-Clark and the Depend brand call this “care shopping.”
Executing a complete retail reinvention that reversed five years of year-over-year sales dips, Metro Market, a division of Kroger, overhauled the big box design of one of its stores into a specialized, artisan shopping experience.
The Diageo Whiskey 5 program revolutionized the whiskey category by breaking down the nuanced alcoholic beverage into five taste categories that shoppers could easily understand when approaching a purchase.
Very few consumers switch mobile providers, so when Xfinity introduced a new mobile wireless network, the challenge was high to convince shoppers to join.
Mayo, donut, gummy worm and pickle sandwich, anyone? Unilever brought new life to the Hellmann’s mayonnaise brand with the “Strangewich Challenge,” a social sweepstakes and live event.
Stuck behind cold vault doors down the frozen aisle, frozen foods are challenged with getting out in front of shoppers. Kellogg feels this pain with its Eggo waffles, which also don’t play nice in a sampling station or get much secondary display.
As one research subject was quoted as saying, “gas is gas” – there’s no difference in the quality, and getting it is a mundane task that merely interrupts the flow of the day.
As official sponsors of the NCAA’s March Madness basketball tournament, Coca-Cola, Mondelez and Hershey partnered for a shopper marketing program that made Kroger a one-stop shop for home parties around the tournament.
The Ritz cracker has been a holiday season staple for years, but to drive sales and engagement with the brand beyond that dependable Q4 sales season, Mondelez International aimed to discover a new seasonal tradition.
Helping H-E-B reach Hispanic shoppers in the personal care category, Unilever and its brands including Dove, Suave, Caress, Ponds, Tresemme and Degree ran a dual-language effort across the full path to purchase.
Nestle Purina teamed with Walmart for a digital and in-store campaign that established the manufacturer as the lone expert on how to care for small dogs and introduced a new brand dedicated to small dogs called Bella.
With a brand and product as established as the Oreo cookie, it takes a really great idea to generate product growth at Walmart nationwide by 13% and increase the cookie category by 26%.
At Walmart, the air care category as a whole had been lacking inspiration. For shoppers, it had become a quick-fix aisle – like buying light bulbs – a trip made only when an immediate need for odor relief was needed, and Walmart was seeing a lag in sales.
At Target stores, Kimberly-Clark saw that Huggies Little Movers diapers were taking a hit from value brands.
The North American Shopper Marketing Effie Awards honor the most effective shopper marketing efforts of the year. Awards were presented at the Path to Purchase Institute’s Shopper Marketing Celebration.