2026 OmniShopper Awards Winners
The Path to Purchase Institute has named the winners of its sixth 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 2026 winners by category are:
COLLABORATIVE
Brand-Retailer (Long-Term Partnership)
Meals Made Easy
Brand: Kraft Heinz
Retail Partner: Federated Co-operative Ltd.
Agency: Transcontinental
Brand-Retailer (Single Activation)
P&G x Walmart: Make Every Day Easy
Brand: Procter & Gamble
Retail Partner: Walmart
Agency: Saatchi X and Publicis Commerce
Amazon x Hellmann's Mayo for a Melody
Brand: Hellman’s (Unilever)
Retail Partner: Amazon
Agency: WPP Unite
DIGITAL
Digital Media Activation (Non-Retail Media)
Unilever Bravocon at Target
Brand: Unilever
Solution Provider: Breaktime Media
Finish CrockOctober
Brand: Finish (Reckitt)
Agency: AMP Agency
Mass Media Activation
"Moregetherness" - Holiday 2025
Brand: Bob’s Red Mill
Solution Provider: Blue Chip
Mobile Activation
Skrew A’Round
Brand: Skrewball (Pernod Ricard)
Agency: Arc Worldwide
Retail Media Activation
Game-Day Conversion: Molson Coors’ Connected C-Store Super Bowl Activation
Brand: Molson Coors
Agency: Connect at Publicis Media
Solution Provider: Axonet
Home'rista Full Funnel Orchestration
Brand: Danone
Agency: Flywheel Creative Commerce
Oliver Winery Holiday
Brand: Oliver Winery
Agency: Digits Agency
The Macallan Path to Pour: Bridging Digital Discovery and In-Store Purchase Across the Retail Long Tail
Brand: The Macallan (Edrington)
Agency: Zenith
Solution Provider: Surfside
Hellmann's Easter Label Hunt
Brand: Hellman’s (Unilever)
Agency: WPP Unite
Walmart Mars Wrigley Confectionary Halloween 2025
Brand: Mars Snacking
Agency: Mars United Commerce
Holiday Hauls
Brand: The Campbells Company
Agency: Mars United Commerce and Spark Foundry
Social Media Activation
The Slick Stick Sparking Social: Nexxus + KCL Drive 2x Sales Lift and Breakthrough Engagement
Brand: Nexxus (Unilever)
Solution Provider: The Krazy Coupon Lady
PrepPal Powered by Aiden
Retailer: Allegiance Retail Services
In-Store Marketing
Digital Activation (Non-Retail Media)
Haleon: Oral Health with RAM
Brand: Haleon
Solution Provider: Breaktime Media
On-Shelf Campaign
Sensodyne Multi Tactic In-Store Campaign at Walgreens
Brand: Sensodyne (Haleon)
Solution Provider: Vestcom
Product Display (Long-term)
Lay's Tractor SAR
Brand: Lay’s (Frito-Lay)
Solution Provider: Universal Display & Fixtures Company
Product Display (Temporary)
Nerds Juicy Gummy Clusters
Brand: Nerds (Ferrara)
Solution Provider: Menasha Packaging
Winter Sports Road Sign Pole Topper
Brand: Mast Jaegermeister U.S.
Solution Provider: Bish Creative|
Scent the Season: A Smart Fragrance Discovery Experience
Brand: Pura
Solution Provider: Quad
Protect Your REESE’S +Nougat from Lu Dort
Brand: Hershey Canada
Agency: Salt XC
Retail Media Activation
Driving Trial & Awareness: How Experiential Retail Media Drove +90% Sales Lift for Nature's Garden Probiotic Yoggies
Brand: Nature’s Garden (Cibo Vita)
Solution Provider: Freeosk
Store/Aisle Reinvention
Pro Plan Store-within-a-Store at Petco
Brand: Nestle Purina
Retail Partner: Petco
Solution Provider: WD Partners
Integrated Path to Purchase Activation
Japan in a Can
Brand: -196 (Suntory Global Spirits)
Agency: TwinOaks Integrated Marketing
DiGiorno Wood Fired Pizza Launch at Walmart
Brand: DiGiorno (Nestle)
Retail Partner: Walmart
Agency: VML
Unsexy Unboxing
Brand: Sensodyne (Haleon)
Agency: Team Vitale
