Celebrating P2PI's 2023 OmniShopper Awards Winners

Jacqueline Barba
Digital Editor
Jacqueline Barba profile picture

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

The 2023 winners by category are:


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 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:


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


  • 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



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



  • 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



  • Día De Los Muertos 2022 – Create Your Calavera Literaria with Victoria
    Brand: Cerveza Victoria (Constellation Brands)
    Agency/Solution Provider: Upshot