2024 OmniShopper Awards: In-Store Marketing
In-Store Marketing: Retail Media Activation
Campaign: Loblaws Get Set for Summer
Brand: Kraft Heinz
Retail partner: Loblaws
Agency/Solution Provider: LPi Group
Kraft Heinz joined forces with Loblaws on a campaign to propel the retailer to “top dog” status in the barbeque/condiments category. For both Loblaws and Kraft Heinz, it was a first in many aspects — a nationally approved program with a large points giveaway that connected foodservice and retail, as well as on-site and off-site media.
The campaign’s centerpiece was a contest that encouraged BBQ grilling at home or outdoors throughout the entire summer with a grand prize of 15,000,000 points, or the equivalent of $15,000. Each week, shoppers who spent $15 on participating products earned a chance to enter the grand prize draw. Additionally, the secondary prizes of 24 Weber grills reinforced the brand’s commitment to encouraging consumers to enjoy the summer and have Kraft Heinz be a part of those moments.
Digital media support included display ads via LCL Advance, Wholesale Club e-commerce, and Flipp campaigns to drive pre-shop traffic and conversions. In-store POS featured endcaps, bookcases, shelf/aisle blades, wobblers and base wraps. At the final journey stage, shoppers could upload the receipt for the draw onto the microsite that would also invite the shopper to learn more about the recipes shown in store: 16 exclusive seasonal recipes for meals made on the grill and in the air fryer.
Kraft Heinz had a 9% unit sales increase versus the previous year on core summer products during program duration. The campaign saw an increase in shopper engagement and conversion, earned a market share of 17.2% and had strong results across the paid media and social channels.
In-Store Marketing: Product Display (Long-term)
Campaign: Grocery Digital Endcap
Brands: Mondelez International
Agency/Solution Provider: Unified Resources
Mondelez International sought a dynamic and engaging branded
digital display that would draw customer attention to localized promotions. The solution needed to maximize various product offerings and be flexible — namely, with the ability to grow revenue specific to each location’s product inventory and supply chain challenges and meet grocery retailers’ expectations.
The digital endcap sought to engage grocery customers by attracting their attention to dynamic video content playing on three large screens. These were placed strategically on the two corners and header of endcap without blocking product or lowering product load as compared to a standard display. Targeted messaging promoted local occasion-based content, targeted products, brand and grocery store chain specials.
The content on the screen can match the exact product mix available at each individual location. Synchronizing the three screens’ content has a dynamic stopping power and makes an impression on consumers. Call to action moments, such as QR codes, are imbedded in content for shopper engagement. The endcap features three sides of adjustable shelving and peg hooks to merchandise the various Mondelez product offerings.
The three-screen digital endcap has proven to drive significant sales lift and stronger levels of consumer engagement. Retailers comment on how the high-end look and feel, including digital content, has added positive consumer perception of their stores. Out of the first 75 rack placements, store sales performed better than the category in more than 80% of stores and led to more than 15% overall lift in Mondelez product purchases compared to similar stores in the same region.
Campaign: LG Vendor Pad Shopper Experience Within Best Buy
Brand: LG Electronics
Retail partner: Best Buy
Agency/Solution Provider: Merge
LG teamed up with Best Buy to create an immersive store-in-store experience for the brand’s core target audience of Millennial males. These shoppers seek to see, touch and feel products before purchase. Additionally, the need for a replacement TV often initiates their search, aligning perfectly with the campaign’s focus on showcasing LG OLED technology through dynamic, interactive displays.
The LG experience transformed the retail space with a 30-foot, 10-foot and 3-foot distance strategy to ensure that all touchpoints were purposefully designed to attract shoppers and highlight LG’s product offerings.
Shoppers were initially drawn in by an LED-lit back wall. On-screen video content balanced short clips of popular streaming titles with LG picture and feature content to captivate shoppers and up-sell OLED TVs from a closer distance. TLG interactive tablets provided immersive product demos and guided pathways, including secondary “life on screen” stories and themes that showcased various lifestyle use cases.
A projector controlled by the LG interactive tablet with visuals cast onto the floor showcased TV sizes. A mobile version of the vendor pad experience allowed shoppers to control the LG OLED TV wall via cell phones by scanning QR codes, offering a convenient retail experience. The networked vendor pad with tracking sensors enabled remote content updates and provided LG with engagement data.
Overall, LG recorded an average increase of 127.9% in QR scans across all vendor pad islands. The highest engagement was recorded by the big screen island with a 320% increase, followed by the beyond TV island with a 251% increase, and the OLED evo island with a 241% increase.
In-Store Marketing: Product Display (Temporary)
Campaign: Irish Hello
Brands: Jameson (Pernod Ricard)
Agency/Solution Provider: Arc Worldwide
Green attire and corned beef and cabbage meals notwith-standing, most adults who raise a glass to celebrate St. Patrick’s Day choose an American beer or whiskey instead of Jameson — the Irish whiskey brand that is synonymous with Ireland.
Knowing that a simple, inviting gesture can get people to try something different, Jameson flipped the script on the old trope of an “Irish exit” (when someone leaves a social gathering without notice) and encouraged shoppers to celebrate with an “Irish hello.” After all, friendly hospitality is core to the Jameson DNA and Ireland’s nickname is “the land of a hundred thousand welcomes.”
Retailer POS elements included a display (both large and small format) that encouraged shoppers to “Celebrate with an Irish Hello.” A simple, engaging call to action started with texting “hello” to win authentic Jameson prizes and merchandise. Pennant strings, shelf violators, bottle neckers and cooler clings supported the merchandising program.
On-premise activation rolled out at casual dining establishments and neighborhood bars across the country. Name-tag stickers with “Irish Hello My Name is” and cups playfully made it easier to strike up a conversation, while coasters, table tents and posters reinforced the idea of Irish hospitality.
Irish Hello had impressive national execution, making Jameson the No.1 displayed Irish Whiskey during St. Patrick’s Day. On-premise tools were also used nationally with sampling occurring in nearly every state. Altogether, shopper spend increased 4% year over year across on- and off-premise.
Campaign: High Noon Sunglasses Mass Display
Brand: High Noon (E. & J. Gallo Winery)
Agency/Solution Provider: Select Design
High Noon is associated with fun, warm weather and outdoor gatherings. Looking to command floor space leading up to and during the summer months at grocery, liquor and general retail stores, the E. & J. Gallo hard seltzer brand settled on a merchandising solution with a mass builder display that was simple to set up and create, consisting of floor displays of multiple sizes based on the account size and display opportunity.
High Noon’s rally cry to consumers, “Sun’s Up,” was used as the central theme to create attention and reinforce the brand message, while being general enough to allow for flexibility at each retail account.
This piece featured the ownable clouds and “Sun’s Up” messaging along with the brand’s word mark on the sunglass lenses via a lenticular substrate. When originally concepted, the piece had one message on one side of the display and the other message on the opposite side of the display. By adopting the lenticular execution, the brand message would not only be viewable in its entirety from multiple angles but would drive engagement as consumers moved around the store/display. The high-quality metal sunglass frame construction and easy set up came together for the essential summer floor display.
Since the program’s initial launch in the summer of 2023 and reorder for 2024, a total of 1,200 sunglasses mass displays were shipped across the country. High Noon’s summer retail plan was a marked success, with the displays appearing in all types of accounts ranging from independent liquor stores to chain grocery stores.
Campaign: Oreo Xbox Carousel
Brands: Oreo (Mondelez International)
Agency/Solution Provider: Total Marketing Support
Mondelez International partnered with Xbox on a co-branded display to incentivize purchase of Oreo products. The display was designed to disrupt and engage shoppers with memorable Xbox branding while communicating opportunities to win exclusive Xbox rewards.
The innovative structural design featured a crown with a rotating Xbox-branded Oreo cookie. This was a dynamic, moving carousel with a giant Oreo in the middle supported by large character standees. The well-branded header and game characters on each side attracted and engaged shoppers, especially appealing to avid gamers.
The Oreo/Xbox collaboration is powerfully communicated through the high-impact rotating branded cookie up top. This is supported via the predominantly blue scheme and large brandmarks on the header, while the promotion and chance to win are easily understood from the headline.
The results of the campaign and execution at the point of sale were positive. Mondelez managed to reach 860 shops, implying an 18% increase versus the previous year. In total, 129 more shops employed the materials. There were 350,000 entries in the activation contest, a significant increase over the previous year’s activation (Oreo Batman). Mondelez achieved the highest Oreo sales of the first quarter of the year, a 19% increase in sell-through over the previous year.
