BelVita Gamifies Breakfast at Target
Mondelez International launched a gamified campaign this winter to elevate its BelVita breakfast biscuit brand at Target.
“Sip Spot” built on the success of Mondelez’s Oreo Codes campaign, which was developed with agency partner VML (formerly VMLY&R Commerce) and ran exclusively at Albertsons Cos. chains in 2023. The campaign, which paired the cookie brand and milk through an interactive bar code-based experience, earned VML and Mondelez a gold award at the 2023 Cannes Lions International Festival of Creativity.
Similar to the way Oreo Codes leveraged milk products, Sip Spot borrowed the equity of coffee to bring BelVita breakfast biscuits to life during consumers’ daily morning ritual, according to a media release Mondelez shared with the Path to Purchase Institute.
This unofficial, co-marketing approach set the scene for Mondelez’s creative commerce mobile experience at Target.
“We know that 97% of BelVita shoppers also buy coffee, and one in five consume BelVita with coffee,” Mariama Boamah, director, BelVita, said in the release. “BelVita Sip Spot is a delightful creative commerce engagement that embraces a much beloved daily ritual among consumers, consuming biscuits with their morning coffee. This is a prime opportunity to engage with our consumers and even reach new ones in a fun and unique way.”
How it Works
Sip Spot, also created with VML, invited Target shoppers nationwide to unlock a hidden Target Circle mobile app offer for $1 off BelVita breakfast biscuits that could be found exclusively on a custom-built microsite (belvitaSipSpot.com/target).
The site instructed users to hover their mobile device’s camera over the oval-shaped hole on the lid of a to-go cup — AKA the “sip spot” — which Mondelez says looks just like the shape of a BelVita breakfast biscuit, only smaller. After aligning the sip spot on the lid in the scanning window, consumers could unlock the offer instantly from Target stores.
The campaign went live in January and ran through Feb. 10. Ads, directing to the microsite, ran across both digital and social platforms, including Target.com partnering sites via Roundel’s Bullseye Marketplace, which is made up of more than 150 publishing partners that run Target ads.
Sip Spot was also supported by influencers tasked with educating followers on how to engage with the experience.
“At Mondelez International, we’re consistently looking for inventive ways to create fresh opportunities to drive engagement with our brands among shoppers,” Steve McGowan, head of shopper marketing and strategic partnerships, Mondelez, said in the release. “We’re incredibly excited about the BelVita Sip Spot work developed by our partners, VML. Through this partnership we’ve been able to reach Target guests in a unique way; one that is rooted in the behavior of consuming coffee and biscuits together. It demonstrates the importance of pushing the boundaries of creativity at retail and showcases that new capabilities can push for greater engagement and drive resonance with customers.”
“Our ability to go to market with impactful work is crucial to not only our business growth, but our relationship with Target as well,” Mondelez’s Melissa Pitmon, shopper marketing manager, Target, added. “BelVita Sip Spot is an excellent example of an innovative creative commerce idea that leverages the strengths of Target’s ecosystem, and drives sales.”