Celebrating P2PI's 2023 OmniShopper Awards Winners
The Path to Purchase Institute honored the winners of its third annual OmniShopper Awards, the first and only program designed to recognize excellence in shopper engagement across the entire path to purchase, at a special ceremony at P2PI Live & Expo in St. Louis on Nov. 9.
The program shines a spotlight on effective activations — from new tools available through retail media networks to traditional methods — both separately and as part of more comprehensive campaigns designed to reach shoppers at all stages of their purchase journey.
The 21 winners will also be spotlighted in the November/December issue of P2PI Magazine, as well as on P2PI.com.
The 2023 winners by category are:
COLLABORATIVE:
Brand-Retailer (Long-Term Partnership)
- Launching Hearth & Fire at Kroger
Brand: Hearth & Fire
Retail Partner: Kroger
Agency/Solution Provider: Upshot
Brand-Retailer (Single Activation)
- Chips Ahoy! Fundaes
Brand: Mondelez International
Agency/Solution Provider: VMLY&R Commerce
- Class of Groundbreakers
Brand: General Mills (Box Tops for Education)
Agency/Solution Provider: VMLY&R Commerce
DIGITAL:
Digital Media Activation (Non-Retail Media)
- Mondelez Targets Summer Snacking Success
Brand: Mondelez International
Agency/Solution Provider: Quotient
- Sour Patch Kids Cherry Bomb
Brand: Sour Patch Kids (Mondelez International)
Agency/Solution Provider: Phoenix Creative Co.
Retail Media Activation
- Lenovo ideaPad Duet 5 Chromebook Canada Retailer Support Program
Brand: Lenovo, Google & Qualcomm
Retailer Partners: Staples and Best Buy in Canada
Agency/Solution Provider: gen.video
Mass Media Activation
- The Ultimate Torture Test
Brand: Cascade (Procter & Gamble)
Agency/Solution Provider: Grey (and Chase Design for key visual co-creation)
Mobile Activation
- Snickers NFL Rookie Mistake of the Year
Brand: Snickers (Mars Inc.)
Agency/Solution Provider: The Mars Agency
- ReTok Shop
Brand: Nature Valley (General Mills)
Agency/Solution Provider: Mindshare
Social Media Activation
- H-E-B A Day in the Life of Demarcus Ware
Brand: Dove Men+Care, Suave Men & Degree (Unilever)
Retail Partner: H-E-B
Agency/Solution Provider: Arc Worldwide
IN-STORE MARKETING:
Digital Activation (Non-Retail Media)
- Sour Patch Kids Fruit Fight at Circle K
Brand: Sour Patch Kids (Mondelez International)
Retail Partner: Circle K
Agency/Solution Provider: Phoenix Creative
On-Shelf Campaign
- Betr Remedies Mixed Signage Kits
Brand: Betr Remedies
Agency/Solution Provider: Vanguard Companies
Product Display (Long-term)
- Mondelez International Digital Display Test
Brand: Nabisco (Oreo, Ritz, Chips Ahoy & belVita)
Agency/Solution Provider: MOjO Marketing
- High Noon Universal Suction Rack
Brand: High Noon (E. & J. Gallo Winery)
Agency/Solution Provider: Select Design
Product Display (Temporary)
- 2023 Dunk into the Oreoverse
Brand: Oreo (Mondelez International)
Agency/Solution Provider: Eastwest Marketing Group
Store/Aisle Reinvention
- Saucony Store-in-Store
Brand: Saucony (Wolverine Worldwide)
Agency/Solution Provider: Select Design
- Evo-izing the PC aisle
Brand: Intel Corp.
Agency/Solution Provider: Arc Worldwide
INTEGRATED PATH TO PURCHASE ACTIVATION:
- Dunkin’ Run
Brand: Dunkin' (Inspire Brands)
Agency/Solution Provider: Arc Worldwide, MSL Group, Anomaly NY & Artists Equity
- A Salud to Summer With #Modelotime Drops
Brand: Modelo Especial (Constellation Brands)
Agency/Solution Provider: Upshot
- Neutrogena SkinU x Walmart
Brand: Neutrogena (Johnson & Johnson)
Retailer Partner: Walmart
Agency/Solution Provider: AMP, & Golin
PACKAGING:
- Día De Los Muertos 2022 – Create Your Calavera Literaria with Victoria
Brand: Cerveza Victoria (Constellation Brands)
Agency/Solution Provider: Upshot
