Shopper Marketing - June 2018 - 44

44

SHOPPER MARKETING JUNE 2018

Shopper Marketing
EFFIE AWARD WINNERS
PROGRAM: Taste of the Tournament for Kroger
MANUFACTURERS
Coca-Cola Co.;
Mondelez
International,
Hershey Co.
LEAD AGENCY
Melt ATL
AWARD
Multi-Brand/
Manufacturer
Shopper Solution
(Bronze)

A

s official sponsors of the NCAA's
March Madness basketball tournament, Coca-Cola, Mondelez and
Hershey partnered for a shopper
marketing program that made Kroger a onestop shop for home parties around the tournament. All of the brands tied to the effort saw a
nearly 8% lift in base dollar sales.
The campaign leveraged pre-shop and instore materials, inviting shoppers to "taste the
tournament" with the participating brands.
Digital ads drove shoppers to enter an online
sweepstakes that awarded one Kroger shopper
tickets to the 2017 Final Four in Phoenix. The
effort generated around 30,000 entries.
Other pre-store digital elements included
"Tasty-style" recipe videos that incorporated the
three partnering brands. The videos could be
found on Kroger's "March to Savings" website.
An email blast helped target shoppers and drive
them to the recipes, along with paid digital ads.
Mobile ads driving shoppers to Kroger stores
targeted basketball enthusiasts and women ages
25 to 45 who are the primary shoppers for their
families.
In Kroger stores, vibrant displays that hosted
products from Hershey, Mondelez and CocaCola were placed in high-traffic areas. Displays
offered take-home recipes for Ritz and Re-

in Phoenix as well during the championship
weekend. Social media in the Phoenix area also
helped raise awareness and money for local
food banks.
Display execution scored well above its goal
for all three brands. The insights driving the
shopper marketing platform was that shoppers
wanted easy ideas and an easy shopping experience for home-viewing tournament parties.

ese's sandwiches with Coke
Floats and sampling stations
also supported. In nearly 90
Kroger stores, basketballthemed events were held
with trivia, games and giveaways. A large event was held

PROGRAM: RITZpiration
MANUFACTURER
Mondelez
International
LEAD AGENCY
Geometry Global
AWARD
Multi-Retailer
Program (Bronze);
Seasonal/Event
(Bronze)

T

he Ritz cracker has been a holiday season staple for years, but to drive sales
and engagement with the brand beyond
that dependable Q4 sales season, Mondelez International aimed to discover a new
seasonal tradition. Shopper insights led them
toward "Transitional Millennials" and their love
of social gatherings and a celebration of spring.
The campaign was called "RITZpiration" to
bring excitement and inspiration to the cracker
when consumers weren't thinking about the
cracker. The Ritz team found that Transitional
Millennials are at an interesting point in their
lives, where they are open arms to new opportunities, new people and plenty of social
gatherings in the nontraditional, holiday space.
Spring is an especially busy party season. As the
winter doldrums fade, Transitional Millennials
begin the hunt for trendy brunches and ways to
get together with family and friends.
The shopper insights work on Transitional Millennials helped uncover how they shop differently at Albertsons, Target and Walmart, so the
RITZpiration campaign developed unique digital
and in-store creative solutions for each retailer.
At Target, an influencer program drove attention to new ideas for the cracker with influencers dubbed the Clever Girls. There was also
a Cartwheel offer and Target media buys for
Ritz recipes and the Easter season. Sampling in
stores focused on a Ritz chicken nachos recipe.
At Albertsons, digital included similar influ-

encer work from the Clever Girls and social posts.
Print ads also helped draw
attention.
At Walmart, Collective
Bias was tapped to generate social buzz. At retail, a
coupon and recipe handout were delivered during

a sampling event, complete with a fun, interactive wheel. There was a Rollback callout instore, too.
Ritz sales increased at each retailer: Target
saw an increase of 4%, Albertsons 5% and
Walmart 6%. Category sales rose by more than
7% at Target, and by more than 1% and 2% at
Albertsons and Walmart, respectively.



Table of Contents for the Digital Edition of Shopper Marketing - June 2018

Contents
Shopper Marketing - June 2018 - Intro
Shopper Marketing - June 2018 - 1
Shopper Marketing - June 2018 - 2
Shopper Marketing - June 2018 - Contents
Shopper Marketing - June 2018 - 4
Shopper Marketing - June 2018 - 5
Shopper Marketing - June 2018 - 6
Shopper Marketing - June 2018 - 7
Shopper Marketing - June 2018 - 8
Shopper Marketing - June 2018 - 9
Shopper Marketing - June 2018 - 10
Shopper Marketing - June 2018 - 11
Shopper Marketing - June 2018 - 12
Shopper Marketing - June 2018 - 13
Shopper Marketing - June 2018 - 14
Shopper Marketing - June 2018 - 15
Shopper Marketing - June 2018 - 16
Shopper Marketing - June 2018 - 17
Shopper Marketing - June 2018 - 18
Shopper Marketing - June 2018 - 19
Shopper Marketing - June 2018 - 20
Shopper Marketing - June 2018 - 21
Shopper Marketing - June 2018 - 22
Shopper Marketing - June 2018 - 23
Shopper Marketing - June 2018 - 24
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Shopper Marketing - June 2018 - 26
Shopper Marketing - June 2018 - 27
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Shopper Marketing - June 2018 - 31
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Shopper Marketing - June 2018 - 35
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Shopper Marketing - June 2018 - 38
Shopper Marketing - June 2018 - 39
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Shopper Marketing - June 2018 - 43
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Shopper Marketing - June 2018 - 59
Shopper Marketing - June 2018 - 60
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