2023 OmniShopper Awards Case Studies

The Path to Purchase Institute celebrated the winners of the third annual OmniShopper Awards on Nov. 9 at P2PI LIVE & Expo in St. Louis. There were 21 winning campaigns in 14 categories this year. Read on for details about the 2023 winners …

COLLABORATIVE:

Brand-Retailer (Long-Term Partnership)

• Launching Hearth & Fire at Kroger
  Brand: Hearth & Fire
  Retail Partner: Kroger
  Agency/Solution Provider: Upshot

Brand-Retailer (Single Activation)

• Chips Ahoy! Fundaes
  Brand: Mondelez International
  Agency/Solution Provider: VMLY&R Commerce
• Class of Groundbreakers
  Brand: General Mills (Box Tops for Education)
  Agency/Solution Provider: VMLY&R Commerce

DIGITAL:

Digital Media Activation (Non-Retail Media)

• Mondelez Targets Summer Snacking Success
  Brand: Mondelez International
  Agency/Solution Provider: Quotient
• Sour Patch Kids Cherry Bomb
  Brand: Sour Patch Kids (Mondelez International)
  Agency/Solution Provider: Phoenix Creative Co.

Retail Media Activation

• Lenovo ideaPad Duet 5 Chromebook Canada Retailer Support Program
  Brand: Lenovo, Google & Qualcomm
  Retailer Partners: Staples and Best Buy in Canada 
  Agency/Solution Provider: gen.video

Mass Media Activation

• The Ultimate Torture Test
  Brand: Cascade (Procter & Gamble)
  Agency/Solution Provider: Grey (and Chase Design for key visual co-creation)

Mobile Activation

• Snickers NFL Rookie Mistake of the Year
  Brand: Snickers (Mars Inc.)
  Agency/Solution Provider: The Mars Agency
• ReTok Shop
  Brand: Nature Valley (General Mills)
  Agency/Solution Provider: Mindshare

Social Media Activation

• H-E-B A Day in the Life of Demarcus Ware
  Brand: Dove Men+Care, Suave Men & Degree (Unilever)
  Retail Partner: H-E-B
  Agency/Solution Provider: Arc Worldwide

IN-STORE MARKETING:

Digital Activation (Non-Retail Media)

• Sour Patch Kids Fruit Fight at Circle K
  Brand: Sour Patch Kids (Mondelez International)
  Retail Partner: Circle K
  Agency/Solution Provider: Phoenix Creative

On-Shelf Campaign

• Betr Remedies Mixed Signage Kits
  Brand: Betr Remedies
  Agency/Solution Provider: Vanguard Companies

Product Display (Long-term)

• Mondelez International Digital Display Test
  Brand: Nabisco (Oreo, Ritz, Chips Ahoy & belVita)
  Agency/Solution Provider: MOjO Marketing
• High Noon Universal Suction Rack
  Brand: High Noon (E. & J. Gallo Winery)
  Agency/Solution Provider: Select Design

Product Display (Temporary)

• 2023 Dunk into the Oreoverse
  Brand: Oreo (Mondelez International)
  Agency/Solution Provider: Eastwest Marketing Group

Store/Aisle Reinvention

• Saucony Store-in-Store
  Brand: Saucony (Wolverine Worldwide)
  Agency/Solution Provider: Select Design
• Evo-izing the PC aisle
  Brand: Intel Corp.
  Agency/Solution Provider: Arc Worldwide

INTEGRATED PATH TO PURCHASE ACTIVATION:

• Dunkin’ Run
  Brand: Dunkin' (Inspire Brands)
  Agency/Solution Provider: Arc Worldwide, MSL Group, Anomaly NY & Artists Equity
• A Salud to Summer With #Modelotime Drops
  Brand: Modelo Especial (Constellation Brands)
  Agency/Solution Provider: Upshot
• Neutrogena SkinU x Walmart
  Brand: Neutrogena (Johnson & Johnson)
  Retailer Partner: Walmart
  Agency/Solution Provider: AMP, & Golin

PACKAGING:

• Día De Los Muertos 2022 – Create Your Calavera Literaria with Victoria
  Brand: Cerveza Victoria (Constellation Brands)
  Agency/Solution Provider: Upshot