Shopper Marketing - June 2017 - 81

At Target, the challenge was to catch shoppers in the seasonal home decor section. The
rollout consisted of promoting a Target-exclusive Oreo Cookie Ball gingerbread house
recipe, perfect for home decor guests. The
campaign leveraged custom Pinterest posts
on Target.com, recipes on the site, targeted
and native content on RealSimple.com, and
digital and mobile banner ads. Target placed
custom displays in the seasonal section with
the message: "Let's Roll Them in Magic" with
the recipe on a shelf strip display. The retailer also placed secondary displays near the
cream cheese in stores. Bloggers continued
talking about the recipe after the promotion
and executed their own ideas about using
Oreos.
Mondelez used Pinterest as a strong prestore tactic for Publix, too, as the theme centered more on helping shoppers avoid making
baking mistakes. The Publix shopper comes
armed with a deep list and a goal to create
elaborate holiday dishes. Pinterest supplied
inspiration. In-store displays supplied an easy
one-stop-shop of Oreos, cream cheese and
baking chocolate to get cooking and urged
shoppers to visit Pinterest for ideas. A tearpad
offered a coupon.

PROGRAM
Oreo Cookie Balls
MANUFACTURER
Mondelez International
LEAD AGENCY
Geometry Global
AWARD
Multi-Retailer Program (Silver)

For Meijer moms, holiday cookie baking
means fast and easy. Mondelez leveraged
the mPerks rewards program to inspire the
Oreo Cookie Balls recipe and the ingredients
required. In stores, those items were in one
place with the same "All You Need" communication on displays. The items were also bundled to save her money.
The program broke tradition, scoring a
nearly 9% increase in cookie category sales
at Meijer, 14% at Publix and just over 5% at
Target versus a year earlier.
JUNE 2017 SHOPPER MARKETING y

81


http://www.Target.com http://www.RealSimple.com

Table of Contents for the Digital Edition of Shopper Marketing - June 2017

Contents
Shopper Marketing - June 2017 - Intro
Shopper Marketing - June 2017 - 1
Shopper Marketing - June 2017 - 2
Shopper Marketing - June 2017 - 3
Shopper Marketing - June 2017 - Contents
Shopper Marketing - June 2017 - 5
Shopper Marketing - June 2017 - 6
Shopper Marketing - June 2017 - 7
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