Shopper Marketing - June 2016 - 68


SHOPPER MARKETING
EFFIE AWARD WINNERS

T

hanks to one five-week campaign and the
muscle of Walmart, more than 78 million
meals got delivered to 200 food banks in
the Feeding America network last year, marking
the largest Feeding America effort to date. The
profound social impact was caused by a better
and simpler launch of Walmart's omnichannel
brainchild: "Fight Hunger. Spark Change."

Walmart's 2015 program was a true threeway partnership between the retailer, the participating brands and the chain's shoppers.
Another difference in 2015 is Walmart decided to focus on Millennials. Research showed that
nearly 90% of its Millennial segment had given
at least $100 to a nonprofit - which showed
a group looking to help. Walmart's challenge
(unlike 2014) was to express that
it was easy to help and that the
PROGRAM: Fight Hunger.
impact would be local.
Spark Change
The campaign rolled out a
four-pronged, omnichannel
Retailer: Walmart
approach. First was traditional
Lead agency: Saatchi & Saatchi
media such as co-op TV commercials, radio, a four-page
Contributors: The Mars Agency, Brand Networks,
Walmart circular, print ads, digiStarcom Mediavest Group, Tiny Horse
tal and banner ads, and an inforAwards: Silver, Seasonal/Event; and Bronze,
mational YouTube video. SecSingle-Retailer Program - Mass Merchants
ond was a social push, centered
on Hispanic Millennial shoppers
such as mom blogs, a #WeSparkChange effort
The campaign initially started in 2014 as a
that highlighted donations, a Twitter party and
way to raise money for a multitude of suppliermobile ads. The third element was in-store
owned hunger initiatives, but the effort had a
pallet wraps, signage, endcaps, branded packhard time reaching consumers, often confusaging, Checkout TV and a pole topper to reging them.
ister a food bank. The final prong was usage of
In 2015, Walmart simplified the program to
Walmart.com to host a running tally of donafocus on one platform: Feeding America. Next,
tions and a way to search by ZIP code meals for
the retailer collaborated with brands to make
local food banks.
240 products available for purchase that would
In addition to exceeding the goal of 75 milbenefit the charity. Lastly, Walmart made aclion meals delivered, the participating brands
tion easy: Shoppers buy one product, and one
exceeded the sales lift goal.
meal gets delivered to a local food bank.
68

y SHOPPER MARKETING JUNE 2016


http://www.Walmart.com

Table of Contents for the Digital Edition of Shopper Marketing - June 2016

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
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Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
Shopper Marketing - June 2016 - S4
Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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