Celebrating P2PI's 2024 OmniShopper Awards Winners

The Path to Purchase Institute honored the winners of its fourth annual OmniShopper Awards, the first and only program designed to recognize excellence in shopper engagement across the entire path to purchase, at a special celebratory breakfast at P2PI LIVE & Expo in Schaumburg, Illinois, on Nov. 14.

The program shines a spotlight on effective activations — from cutting-edge retail media activations and viral social media campaigns to traditional methods such as in-store displays and signage — both separately and as part of more comprehensive campaigns.

P2PI recognized the winners in partnership with "The CPG Guys" podcast. They will also be spotlighted in the November/December issue of P2PI Magazine, as well as on P2PI.com.

The 2025 winners by category are:

COLLABORATIVE

Brand-Retailer (Long-Term Partnership)

• Pick Me Ups
  Brand: Dove, Dove Men + Care, TRESemme, Nexxus, Shea Moisture, Vaseline, Axe, Degree & Love, Beauty and Planet (Unilever)
  Retail Partner: Walgreens
  Agency/Solution Provider: Walgreens Advertising Group (primary), Arc Worldwide (secondary)

Brand-Retailer (Single Activation)

• It All Starts Aqui
  Brand: Palmolive, Fabuloso, Colgate, Suavitel, Irish Spring & Soft Soap (Colgate-Palmolive)
  Agency/Solution Provider: Arc Worldwide

• H-E-B Not Your Knorr-dinary Drive-Thru
  Brand: Knorr (Unilever)
  Retail Partner: H-E-B
  Agency/Solution Provider: Arc Worldwide

DIGITAL

Digital Media Activation (Non-Retail Media)

• Nestle: Your Holiday Helpers
  Brand: Coffeemate, Nesquik, Nestle Toll House, Abuelita Stouffer’s, DiGiorno, Tombstone, La Lechera, Carnation, S. Pellegrino & Nido (Nestle)
  Agency/Solution Provider: Breaktime Media, VML and Merkle

• Fill. Roll. Bake: Pillsbury Crescent Rolls at Walmart
  Brand: Pillsbury (General Mills)
  Retail Partner: Walmart
  Agency/Solution Provider: Breaktime Media

Retail Media Activation

• Untold Beauty
  Brand: Shea Moisture, Dove & Vaseline (Unilever)
  Agency/Solution Provider: Arc Worldwide (primary), Walgreens Advertising Group (secondary) 

• Haleon Walmart Back to School 2023
  Brand: Advil, Benefiber, Flonase, Pronamel, Emergen-C, Excedrin & Robitussin (Haleon)
  Retail Partner: Walmart
  Agency/Solution Provider: VML

Mass Media Activation

• Kittenwise
  Brand: Temptations, Sheba, Iams, Greenies & Nutro (Mars Petcare)
  Agency/Solution Provider: Mars United Commerce

Mobile Activation

• Personalized Team Branding Ignited Tostitos Sales Among NFL Fans
  Brand: Tostitos (PepsiCo/Frito-Lay)
  Agency/Solution Provider: Aki Technologies, Media by Inmar Intelligence

Social Media Activation

• Coca-Cola K-Wave
  Brand: Coca-Cola
  Agency/Solution Provider: Smurfit Westrock

IN-STORE MARKETING

Retail Media Activation

• Loblaws Get Set for Summer
  Brand: Kraft Heinz
  Retail Partner: Loblaws
  Agency/Solution Provider: LPi Group

Product Display (Long-term)

• Grocery Digital Endcap
  Brand: Mondelez International
  Agency/Solution Provider: Unified Resources

• LG Vendor Pad Shopper Experience Within Best Buy
  Brand: LG Electronics
  Retail Partner: Best Buy
  Agency/Solution Provider: Merge

   

Product Display (Temporary)

• Irish Hello
  Brand: Jameson (Pernod Ricard)
  Agency/Solution Provider: Arc Worldwide

• High Noon Sunglasses Mass Display
  Brand: High Noon (E&J Gallo)
  Agency/Solution Provider: Select Design

• Oreo Xbox Carousel
  Brand: Oreo (Mondelez International)
  Agency/Solution Provider: Total Marketing Support

INTEGRATED PATH TO PURCHASE ACTIVATION

• No Ingredient Left Behind
  Brand: Knorr & Hellmann’s (Unilever)
  Agency/Solution Provider: Arc Worldwide

• Keurig Iced System Innovation
  Brand: Keurig, Green Mountain Coffee Roasters, McCafe & The Original Donut Shop (Keurig Dr Pepper)
  Agency/Solution Provider: Mars United Commerce

• Barbie The Movie
  Brand: Barbie (Mattel)

• Lift Off with Oreo
  Brand: Oreo (Mondelez International)
  Agency/Solution Provider: Eastwest Marketing Group/Menasha

• Sour Patch Kids Lemonade at Circle K
  Brand: Sour Patch Kids & Swedish Fish (Mondelez International)
  Retail Partner: Circle K
  Agency/Solution Provider: Phoenix Creative Co.

PACKAGING

• Victoria Dia de los Muertos 2023 — Leyendas
  Brand: Cerveza Victoria (Constellation Brands)
  Agency/Solution Provider: Upshot