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CHICAGO — The Path to Purchase Institute and Effie Worldwide welcomed the newest class of Effie Awards honorees, which included five convenience store suppliers and manufacturers.
The 2017 Effie Awards honored the most effective shopper marketing efforts of the year. The annual competition attracts case studies from manufacturers and retailers in the United States and Canada.
Winners represent cases that best demonstrated how they effectively solved a shopper marketing challenge, connected with their shoppers, influenced them along the path to purchase, and inspired them to become buyers.
Coca-Cola, Bronze, Single-Retailer Program: Mass Merchants. The "Sip, Share and Win" program identified and utilized an important yet understated retail asset in the restaurant business: the drive-thru. The activation not only stemmed the negative growth, but also reversed the soft drink sales for McDonald's.
The Hershey Co., Gold, Single-Retailer Program: Other. Hershey's virtual Easter basket-builder allowed Dollar General (DG) shoppers to mix and match Hershey products with DG merchandise until they found the right mix for their budget. The company saw a 25-percent increase in sales and a 4-percent increase in seasonal share, and shoppers spent on average six minutes engaging with the brand online.
Mars Chocolate North America, Silver, Single-Retailer Program: Mass Merchants. The "Say Thank You With M" summer campaign unified three American icons — M&M’s, U.S. troops and Walmart — and used shopper, brand and retailer insights. In doing so, Mars created a fifth season for candy that saw $6 million in incremental sales, grew the category at Walmart by 2.4 percent, generated 13,000 letters to troops and donated 1.8 million pounds of chocolate.
Mondelez International, Silver, Multi-Retailer Program. Mondelez created Oreo Cookie Ball recipes for the holiday season that only required three ingredients. Consequently, Oreo Cookie Balls grew the cookie category at Target by 5.2 percent, Publix by 14 percent, and Meijer by 8.6 percent for the month of December 2016.
Mondelez was also awarded Bronze, New Product/Service Introduction for GOOD THiNS, the company's better-for-you cracker line that is made with real ingredients like sweet potato, spinach and garlic. The company introduced the "Try SomeTHiN Good" program at three key retailers.
PepsiCo, Gold, Omni-Channel Shopper Experience and Silver, Multi-Retailer Program. Pepsi was recognized for its #SayItWithPepsi campaign, the brand's biggest campaign in a decade, in which it designed more than 200 custom emojis, placed them on millions of Pepsi bottles and got the word out with a "kitchen sink" campaign that turned every touchpoint into an opportunity for self-expression, according to the company.
The 2017 Effie Awards were presented at the Path to Purchase Institute's Shopper Marketing Celebration on March 28 in New York at the Shopper Marketing Summit. Launched in 2011 with just two competitive categories, the Shopper Marketing competition now boasts 14 categories.
Path to Purchase Institute is sister company to Convenience Store News.