Shopper Marketing - June 2016 - 70


SHOPPER MARKETING
EFFIE AWARD WINNERS

B

ig Heart Pet Brands, part of the J.M.
Smucker Co., has a lineup of strong
pet snack brands in Milk-Bone, PupPeroni and Milo's Kitchen, but the company
lacked the resources to compete with its larger competitors and go to market as one big
brand name. Big Heart also couldn't afford to
roll out deep discounts. Instead, the manufacturer devised a seasonal platform with tailored
activations at Walmart, Target and Kroger that
saw year-over-year sales increase as much as
90% at one retailer.

seasonal displays - all with an effort to get consumers thinking about including their pets in
the holiday season. Specific retailer activations
included Walmart's DIY focus. Bloggers shared
ideas on how to make the holidays special,
and Big Heart leveraged the
WMX platform to run highly
targeted banner ads and preshop content throughout the
various seasonal timeframes.
In Kroger, the insight was
that shoppers would buy pet
beds as gifts but
not treats, so an
PROGRAM: Big Heart Pet Brands
offer was created
Seasonal Platform Activation
for Big Heart treats
when buying a pet
Manufacturer: Big Heart Pet Brands
bed for the holiLead agency: FCB/RED
days. For Valentine's Day, customAward: Silver, Seasonal/Event
ized cards for the
shopper's pet were
included on packs of treats.
With its 2015 seasonal platform, Big Heart
Target required a bit more
wanted to find incremental treating occasions
awareness driving, as only 17%
and a way to unify its brands. Insights showed
of its shoppers head down the
that pets are treated as family members, and
pet aisle. A Cartwheel offer
that includes gift giving around the holidays.
helped drive foot traffic, and
Big Heart wanted its treats to be the gifts for
an exclusive Halloween Pupthe holiday season, particularly Halloween,
Peroni package and Milk-Bone
Christmas and Valentine's Day.
holiday-themed tins reached
The strategy began with national buzz in
the Target guests' baskets
the form of print ads, digital media and in-store
70

y SHOPPER MARKETING JUNE 2016



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
Shopper Marketing - June 2016 - 12
Shopper Marketing - June 2016 - 13
Shopper Marketing - June 2016 - 14
Shopper Marketing - June 2016 - 15
Shopper Marketing - June 2016 - 16
Shopper Marketing - June 2016 - 17
Shopper Marketing - June 2016 - 18
Shopper Marketing - June 2016 - 19
Shopper Marketing - June 2016 - 20
Shopper Marketing - June 2016 - 21
Shopper Marketing - June 2016 - 22
Shopper Marketing - June 2016 - 23
Shopper Marketing - June 2016 - 24
Shopper Marketing - June 2016 - 25
Shopper Marketing - June 2016 - 26
Shopper Marketing - June 2016 - 27
Shopper Marketing - June 2016 - 28
Shopper Marketing - June 2016 - 29
Shopper Marketing - June 2016 - 30
Shopper Marketing - June 2016 - 31
Shopper Marketing - June 2016 - 32
Shopper Marketing - June 2016 - 33
Shopper Marketing - June 2016 - 34
Shopper Marketing - June 2016 - 35
Shopper Marketing - June 2016 - 36
Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
Shopper Marketing - June 2016 - 41
Shopper Marketing - June 2016 - 42
Shopper Marketing - June 2016 - 43
Shopper Marketing - June 2016 - 44
Shopper Marketing - June 2016 - 45
Shopper Marketing - June 2016 - 46
Shopper Marketing - June 2016 - 47
Shopper Marketing - June 2016 - 48
Shopper Marketing - June 2016 - 49
Shopper Marketing - June 2016 - 50
Shopper Marketing - June 2016 - 51
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Shopper Marketing - June 2016 - 55
Shopper Marketing - June 2016 - 56
Shopper Marketing - June 2016 - 57
Shopper Marketing - June 2016 - 58
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Shopper Marketing - June 2016 - 69
Shopper Marketing - June 2016 - 70
Shopper Marketing - June 2016 - 71
Shopper Marketing - June 2016 - 72
Shopper Marketing - June 2016 - 73
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Shopper Marketing - June 2016 - 75
Shopper Marketing - June 2016 - 76
Shopper Marketing - June 2016 - 77
Shopper Marketing - June 2016 - 78
Shopper Marketing - June 2016 - 79
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Shopper Marketing - June 2016 - 100
Shopper Marketing - June 2016 - 101
Shopper Marketing - June 2016 - 102
Shopper Marketing - June 2016 - 103
Shopper Marketing - June 2016 - 104
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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