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2022 OmniShopper Awards Winners

The Path to Purchase Institute, in partnership with 84.51, is proud to announce the winners of its second annual OmniShopper Awards.
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The Path to Purchase Institute has named the winners of second annual OmniShopper Awards, the first and only program designed to recognize excellence in shopper engagement across the entire path to purchase, from newer tools like retail media networks and direct-to-consumer sales to traditional methods such as in-store displays and on-shelf signage.

In its second year, 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.

Twenty one winners were announced on Oct. 20 during P2PI LIVE in Chicago and will be spotlighted in the Nov/Dec issue of P2PI Magazine, as well as on

The 2022 winners by category are:


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 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


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


  • 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)
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