2025 OmniShopper Awards Winners
Mondelez, Molson Coors, Colgate-Palmolive and Avocados From Mexico are among this year's winners for standout activations driving shopper impact.
The Path to Purchase Institute has named the winners of its fifth 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.
Additionally, as usual, all the winning campaigns/activations will be spotlighted on P2PI.com.
The 2025 winners by category are:
COLLABORATIVE
Brand-Retailer (Long-Term Partnership)
- Dollar General Read With Ritz Literacy Program
Brand: Ritz (Mondelez International)
Retail Partner: Dollar General
Agency/Solution Provider: Phoenix Creative Co.
Brand-Retailer (Single Activation)
- 2025 BodyArmor Flash IV Spring Break at 7-Eleven
Brand: BA Sports Nutrition
Retail Partner: 7-Eleven
- Intel AI Experience
Brand: Intel
Agency/Solution Provider: Outform
- Supergood: The First-Ever Avocados From Mexico & American Heart Association Partnership
Brand: Avocados From Mexico and American Heart Association
Retail Partner: Kroger
Agency/Solution Provider: VML
DIGITAL
Digital Media Activation (Non-Retail Media)
- Defense Codes
Brand: Tums and Nexium (Haleon)
Agency/Solution Provider: VML
Mass Media Activation
- Inmar and Sweet Loren’s: Follow Your Heart
Brand: Sweet Loren’s
Agency/Solution Provider: Inmar Intelligence
Mobile Activation
- Irish Spring Uncap A Fresh Adventure
Brand: Irish Spring (Colgate-Palmolive)
Retail Partner: Walmart
Agency/Solution Provider: Arc Worldwide
Retail Media Activation
- AD Retail Media x Mondelez Post Malone Oreo Taste Twist Omnichannel Campaign
Brand: Oreo (Mondelez International)
Retail Partner: Food Lion, Hannaford, Giant Food, The Giant Co., Stop & Shop
Agency/Solution Provider: AD Retail Media
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IN-STORE MARKETING
Digital Activation (Non-Retail Media)
- InMarket x Welch’s x Flywheel Digital: Sparkling Spring
Brand: Welch’s
Agency/Solution Provider: InMarket and Flywheel Digital
Product Display (Long-term)
- Tonies Target 3-Module Push Button Demo & Accompanying Floorstand
Brand: Tonies
Retail Partner: Target
Agency/Solution Provider: The Royal Group
Product Display (Temporary)
- NYX Professional Makeup Duck Plump Target PPK
Brand: NYX Professional Makeup (L’Oreal)
Retail Partner: Target
Agency/Solution Provider: Smurfit WestRock
- C4 Energy x Jolly Rancher
Brand: C4 Energy
Agency/Solution Provider: Buckeye Corrugated
- Case of the Mondays
Brand: Coors Light (Molson Coors Beverage Co.)
Agency/Solution Provider: Arc Worldwide
Store/Aisle Reinvention
- Elevate & Serve: Dollar General's In-Store Enhancements
Retailer: Dollar General
PACKAGING
- Victoria “El Legado Vive”
Brand: Cerveza Victoria
Agency/Solution Provider: Upshot
INTEGRATED PATH TO PURCHASE ACTIVATION
- Avocados From Mexico: Winning the College Football Playoff Shopping Season at Walmart
Brand: Avocados From Mexico
Retail Partner: Walmart
Agency/Solution Provider: VML
- Kleenex Self Care Awareness
Brand: Kimberly-Clark
Retail Partner: Target
Agency/Solution Provider: VML
- Wicked Cocktails Straight From Oz
Brand: Pernod Ricard
Agency/Solution Provider: Arc Worldwide
