2024 OmniShopper Awards Winners

The Path to Purchase Institute has named the winners of its fourth annual OmniShopper Awards, the first and only program designed to recognize excellence in shopper engagement across the entire path to purchase, from cutting-edge retail media activations and viral social media campaigns to traditional methods such as in-store displays and signage.

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.

NEW FOR 2024!

P2PI will recognize the winners of the 2024 OmniShopper Awards in partnership with "The CPG Guys" podcast at a special celebration and breakfast during our flagship conference, P2PI LIVE & Expo, Nov. 11-14, 2024, in Schaumburg, Illinois. Select winners will also have the opportunity to appear on "The CPG Guys" podcast. 

Additionally, as usual, all the winning campaigns/activations will be spotlighted in the November/December issue of Path to Purchase Institute Magazine, as well as on P2PI.com

The 2024 winners by category are:

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