2022 OmniShopper Awards Case Studies

The Path to Purchase Institute, in partnership with presenting sponsor 84.51, unveiled the winners of the second annual OmniShopper Awards on Oct. 20 at P2PI LIVE in Chicago. The OmniShopper Awards program is the only program designed to recognize excellence in shopper engagement across the entire path to purchase, from newer tools like retail media networks and social commerce activations to traditional methods such as in-store displays and on-shelf signage. The program shines a spotlight on the effective activation of touchpoints both separately and as part of more comprehensive campaigns designed to reach shoppers at all stages of their purchase journey.

There were 21 winning campaigns in 13 categories this year. Click on the category headers (or view Related Content below) to read more about them.

COLLABORATIVE
Brand-Retailer (Long-Term Partnership)

• Skittles Pride It Forward at Walmart
  Brand: Skittles
  Retail Partner: Walmart
  Agency/Solution Provider: The Mars Agency 

Brand-Retailer (Single Activation)

• SPK Mystery at Circle K
  Brand: Sour Patch Kids (Mondelez International)
  Retail Partner: Circle K
  Agency/Solution Provider: Phoenix Creative
• CVS Positively Real
  Brand: Dove (Unilever)
  Retail Partner: CVS Pharmacy
  Agency/Solution Provider: Arc Worldwide

DIGITAL
Digital Media Activation (Non-Retail Media)

• Mazda Retail Go-To-Market
  Brand: Mazda
  Retail Partner: Mazda dealerships
  Agency/Solution Provider: VMLY&R Commerce
• Demogorgon Surprise
  Brand: Energizer
  Retail Partners: Amazon, Walmart, Target
  Agency/Solution Provider: Grey 

Mobile Activation

• Nature Valley Adventure Quarters
  Brand: Nature Valley (General Mills)
  Retail Partners: Kroger and affiliates
  Agency/Solution Provider: VMLY&R Commerce

Retail Media Activation

• Oreo Pokemon Adventure at Target
  Brand: Oreo (Mondelez International)
  Retail Partner: Target
  Agency/Solution Provider: VMLY&R Commerce

Social Media Activation

• Allegra #LiveYourGreatness Sweepstakes
  Brand: Allegra (Sanofi)
  Agency/Solution Provider: PureRED 

Mass Media Activation

• Oreo Stuf Scan
  Brand: Oreo (Mondelez)
  Retail Partner: Target
  Agency/Solution Provider: VMLY&R Commerce

IN-STORE MARKETING
Digital Activation

• Make The Trade
  Brand: MilkPEP (Milk Processor Education Program)
  Agency/Solution Provider:The Mars Agency

On-Shelf Campaign

• A Publicly Pubic Story
  Brand: Gillette Venus Feminine Intimate Grooming
  Retail Partners:Walmart, Target, Walgreens, Kroger, Meijer, regional food
  Agency/Solution Provider: Grey

Store/Aisle Reinvention

• Remember the Birthday Card, You'll Be Glad You Did
  Brand: American Greetings
  Retail Partner: Meijer
  Agency/Solution Provider: VMLY&R Commerce
• Hershey’s Robotic Daypart Endcap
  Brand: The Hershey Company
  Retail Partner: Convenience store partners 
  Agency/Solution Provider: In-Store Experience

Product Display (Long-Term)

• Meijer Cync Display
  Brand: GE Lighting, a Savant Company
  Retail Partner: Meijer
  Agency/Solution Provider: Frank Mayer & Associates Inc.

Product Display (Temporary)

• Dr. Squatch Walmart Launch Family
  Brand: Dr. Squatch
  Retail Partner: Walmart
  Agency/Solution Provider: WestRock
• Sally Hansen Insta-Dri and Sour Patch Kids
  Brand: Coty, Sally Hansen, Sour Patch Kids
  Retail Partner: CVS Pharmacy 
  Agency/Solution Provider: WestRock

INTEGRATED PATH TO PURCHASE ACTIVATION

• Tissue Sessions 
  Brand: Kleenex (Kimberly-Clark)
  Retail Partner: Target
  Agency/Solution Provider: VMLY&R Commerce 
• Stand Up to the Fuego: Bring Intensity to Taco Night
  Brand: Old El Paso (General Mills)
  Retail Partner: Walmart
  Agency/Solution Provider: VMLY&R Commerce
• The Best Year Starts Here
  Brand: General Mills’ Box Tops for Education participating brands
  Retail Partner: Walmart
  Agency/Solution Provider: VMLY&R Commerce
• Plant a Tree with HP
  Brand: HP with The Jane Goodall Institute, The Arbor Day Foundation and Rebel Wilson
  Retail Partner: Amazon, Walmart, Best Buy, Target, Costco, Staples and Office Depot
  Agency/Solution Provider: Arc Worldwide, Edelman
• 2021 Coors Light Summer Made to Chill
  Brand: Coors Light (Molson Coors Beverage Company)