2022 OmniShopper Awards Winners
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 P2PI.com.
The 2022 winners by category are:
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)
