2021 OmniShopper Awards Winners

The Path to Purchase Institute has named the winners of its inaugural OmniShopper Awards, the first and only recognition program designed to honor excellence in shopper engagement across the entire path to purchase. Much like the Institute’s now-retired Design of the Times Awards, which ran for the last 26 years, the new program recognizes and shines a spotlight on in-store marketing in all its forms, such as newer tools like retail media and direct-to-consumer sales as well as traditional methods like in-store displays.The winners were announced Nov. 2-3 during the Institute's Path to Purchase Live virtual event and will be spotlighted in the December issue of Path to Purchase IQ magazine.The 2021 winners by category are:Marketing CollaborationCollaborative: Brand-Retailer (Long-Term Partnership)Campaign: 2021 Sam's Club/PepsiCo “Always On” portfolio supportEntrant: Sam’s ClubBrands: PepsiCo portfolio cross brandsRetailer: Sam's ClubCollaborative: Brand-Retailer (Single Activation)Campaign: Make it HomeEntrant: General MillsBrands: Betty Crocker, Pillsbury, ChexRetailer: WalmartDigital MarketingDigital: Digital Media Activation (Non-Retail Media)Campaign: ‘all goodEntrant: The Mars AgencyBrand: all (Henkel)Retailers: Walmart, Target, Kroger, AlbertsonsDigital: Mobile ActivationCampaign: Connecting shoppers with high-demand products during unprecedented shortagesEntrant: GroundTruthBrand: Undisclosed fresh meat brandRetailer: WalmartAndCampaign: Off The Eaten Path (OTEP) engagement with moment marketing at scaleEntrant: Aki TechnologiesBrand: PepsiCoDigital: Retail Media ActivationCampaign: Build Your Own First Aid Kit Entrant: Johnson & JohnsonBrand: BAND-AIDRetailer: TargetDigital: Social Media ActivationCampaign: Driving social commerce for Tillamook with hyphenEntrant: The StableBrand: TillamookAgency: The Mars AgencyRetailer: WalmartIn-Store MarketingIn-Store Marketing: Digital ActivationCampaign: Sanpellegrino/Sam’s Club virtual bartenderEntrant: The Mars AgencyBrand: Sanpellegrino Italian sparkling mixers (BlueTriton Brands)Retailer: Sam’s ClubAndCampaign: “Your One-Stop Gift Shop – Cheers to the Naughty & Nice”Entrant: Pernod Ricard (via TMA)Brands: Absolut, The Glenlivet 12, Jameson, Kahlua Jameson Black Barrel, Martell Blue Swift, Avion 44In-Store Marketing: On-Shelf CampaignCampaign: “Be the Best House on the Block”Entrant: Vestcom + PinterestBrand: Mars Wrigley Candy (M&M, Snickers, Skittles)Retailer: Albertsons CompaniesIn-Store Marketing: Store/Aisle ReinventionCampaign: Timberland Herald Square New York shoe wall redesignEntrant: In-Store ExperienceBrand/Retailer: TimberlandIn-Store Marketing: Product Display (Long-term)Campaign: LED+ DisplayEntrant: Frank Mayer and Associates Inc.Brand: GE Lighting, a Savant CompanyRetailer: Lowe’sIn-Store Marketing: Product Display (Temporary)Campaign: Walmart/Bud Light Super Bowl activationEntrant: Anheuser-BuschBrand: Bud LightRetailer: WalmartAndCampaign: BIC U.S.Entrant: Inspira Marketing GroupBrand: BICRetailers: Dollar General, H-E-B, Giant Eagle and Walmart.comAndCampaign: Jefferson’s Ocean replica ship bookend displayEntrant: Bish Creative DisplayBrand: Jefferson’s Ocean (Castle Brands, owned by Pernod Ricard)Retailers: Undisclosed premium grocery and liquor storesIntegrated Path to Purchase ActivationCampaign: “Say Aloha to Flavortown” summer sweepstakesEntrant: King's HawaiianBrand: King’s HawaiianRetailers: Kroger, Albertsons/Safeway, ShopRite, Meijer, Southeastern Grocers, Publix, The Giant Co., Stop & Shop, Schnucks, Giant Eagle, Target, Tops, Harris Teeter, Weis, Food Lion, Price Choppers, Smart & Final, Stater Bros, Associated Wholesale Grocers, Lowes, Piggly Wiggly, Hy-Vee, SuperValu and MilitaryAndCampaign: “Homemade Heroes”Entrant: VMLY&R Commerce and Mondelez InternationalBrands: Oreo, Ritz and Chips Ahoy!Retailer: Albertsons CompaniesAndCampaign: Neutrogena “Makeup the Gap 2020”Entrant: Johnson & JohnsonBrand: Neutrogena makeup Retailer: WalmartAndCampaign: “Sing It With Oreo”Entrant: Eastwest Marketing Group/Pratt IndustriesBrand: Oreo Retailers: National grocery stores across the U.S.AndCampaign: “Back to Well” at WalmartEntrant: GlaxoSmithKline Brands: Advil, Theraflu, Robitussin, Clorox and KleenexRetailer: Walmart

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2021 OmniShopper Award Winners: In-Store Marketing: Digital Activation