2024 OmniShopper Awards Case Studies

The Path to Purchase Institute celebrated the winners of the fourth annual OmniShopper Awards on Nov. 14 during a breakfast at P2PI LIVE & Expo in Schaumburg, Illinois. There were 22 winning campaigns in 12 categories this year. Click on the category headers below or visit the related articles at the bottom for details about the 2024 winners …

COLLABORATIVE

Brand-Retailer (Long-Term Partnership)

• Pick Me Ups
  Brand: Dove, Dove Men + Care, TRESemme, Nexxus, Shea Moisture, Vaseline, Axe, Degree & Love, Beauty and Planet (Unilever)
  Retail Partner: Walgreens
  Agency/Solution Provider: Walgreens Advertising Group (primary), Arc Worldwide (secondary)

Brand-Retailer (Single Activation)

• It All Starts Aqui
  Brand: Palmolive, Fabuloso, Colgate, Suavitel, Irish Spring & Soft Soap (Colgate-Palmolive)
  Agency/Solution Provider: Arc Worldwide
• H-E-B Not Your Knorr-dinary Drive-Thru
  Brand: Knorr (Unilever)
  Retail Partner: H-E-B
  Agency/Solution Provider: Arc Worldwide

DIGITAL

Digital Media Activation (Non-Retail Media)

• Nestle: Your Holiday Helpers
  Brand: Coffeemate, Nesquik, Nestle Toll House, Abuelita Stouffer’s, DiGiorno, Tombstone, La Lechera, Carnation, S. Pellegrino & Nido (Nestle)
  Agency/Solution Provider: Breaktime Media, VML and Merkle
• Fill. Roll. Bake: Pillsbury Crescent Rolls at Walmart
  Brand: Pillsbury (General Mills)
  Retail Partner: Walmart
  Agency/Solution Provider: Breaktime Media

Retail Media Activation

• Untold Beauty
  Brand: Shea Moisture, Dove & Vaseline (Unilever)
  Agency/Solution Provider: Arc Worldwide (primary), Walgreens Advertising Group (secondary) 
• Haleon Walmart Back to School 2023
  Brand: Advil, Benefiber, Flonase, Pronamel, Emergen-C, Excedrin & Robitussin (Haleon)
  Retail Partner: Walmart
  Agency/Solution Provider: VML

Mass Media Activation

• Kittenwise
  Brand: Temptations, Sheba, Iams, Greenies & Nutro (Mars Petcare)
  Agency/Solution Provider: Mars United Commerce

Mobile Activation

• Personalized Team Branding Ignited Tostitos Sales Among NFL Fans
  Brand: Tostitos (PepsiCo/Frito-Lay)
  Agency/Solution Provider: Aki Technologies, Media by Inmar Intelligence

Social Media Activation

• Coca-Cola K-Wave
  Brand: Coca-Cola
  Agency/Solution Provider: Smurfit Westrock

IN-STORE MARKETING

Retail Media Activation

• Loblaws Get Set for Summer
  Brand: Kraft Heinz
  Retail Partner: Loblaws
  Agency/Solution Provider: LPi Group

Product Display (Long-term)

• Grocery Digital Endcap
  Brand: Mondelez International
  Agency/Solution Provider: Unified Resources
• LG Vendor Pad Shopper Experience Within Best Buy
  Brand: LG Electronics
  Retail Partner: Best Buy
  Agency/Solution Provider: Merge

Product Display (Temporary)

• Irish Hello
  Brand: Jameson (Pernod Ricard)
  Agency/Solution Provider: Arc Worldwide
• High Noon Sunglasses Mass Display
  Brand: High Noon (E&J Gallo)
  Agency/Solution Provider: Select Design
• Oreo Xbox Carousel
  Brand: Oreo (Mondelez International)
  Agency/Solution Provider: Total Marketing Support

INTEGRATED PATH TO PURCHASE ACTIVATION

• No Ingredient Left Behind
  Brand: Knorr & Hellmann’s (Unilever)
  Agency/Solution Provider: Arc Worldwide
• Keurig Iced System Innovation
  Brand: Keurig, Green Mountain Coffee Roasters, McCafe & The Original Donut Shop (Keurig Dr Pepper)
  Agency/Solution Provider: Mars United Commerce
• Barbie The Movie
  Brand: Barbie (Mattel)
• Lift Off with Oreo
  Brand: Oreo (Mondelez International)
  Agency/Solution Provider: Eastwest Marketing Group/Menasha
• Sour Patch Kids Lemonade at Circle K
  Brand: Sour Patch Kids & Swedish Fish (Mondelez International)
  Retail Partner: Circle K
  Agency/Solution Provider: Phoenix Creative Co.

PACKAGING

• Victoria Dia de los Muertos 2023 — Leyendas
  Brand: Cerveza Victoria (Constellation Brands)
  Agency/Solution Provider: Upshot
•  

THANKS TO OUR JUDGES!

• Evan Cross
  Director, Customer Marketing
  The Coca-Cola Company
• Ashley Dawson 
  Trade and Shopper Marketing Manager
  Ecos
• Enrick Garcia 
  Shopper Marketing Director
  Nutrabolt
• Daisy Konen 
  Customer Director, Shopper Marketing - Growth Channels
  Mondelez International
• Stephanie Plehn 
  Omnichannel Marketing Manager
  Bimbo Bakeries
• Christina Ward 
  Director of Marketing and Product Brands
  Westfalia Fruit