Shopper Marketing - June 2017 - 87

seasonal platform that donates chocolate to
the United States troops and veterans. When
shoppers purchased M&M's in-store or online,
Mars donated a bag to the troops - culminating in nearly 2 million pounds of donated
chocolate. The campaign also included ways
to send "Thank You" letters to troops online
and at in-store letter-writing stations.
The campaign celebrated the 75th anniversary of the M&M's brand, which got its start
as a candy rationed to U.S. troops. With 95%
of NASCAR fans supporting patriotic efforts
and nearly 70% of them shopping at Walmart,
Mars tied the campaign to NASCAR-themed
retailtainment events that included the letterwriting stations and messaging and tie-ins to
the Kyle Busch M&M's car. M&M's were packaged in red, white and blue colors, and the
omnichannel effort leveraged the Walmart
Exchange for media banners as well as bloggers, social media posts (paid and owned),
a print FSI, radio, ads on Gas Station TV and
Walmart TV, and in-store signage and displays.
Mars targeted Walmart shoppers, who are
very patriotic, and Millennial shoppers who
had purchased Mars candies at Walmart over
the last three months. In the end, shoppers
wrote more than 13,000 letters to troops, and

PROGRAM
Say Thank You With M
MANUFACTURER
Mars Chocolate North
America
LEAD AGENCY
Catapult Marketing
AWARD
Single-Retailer Program: Mass
Merchants (Silver)

the campaign garnered more than 104 million campaign impressions and nearly 35,000
social media engagements.
During the nearly two-month time frame,
Mars increased sales at Walmart by more than
25% compared to a year earlier. This marked
a $6 million gain in incremental sales, far surpassing the campaign's goal of $2.4 million.
The campaign is continuing in 2017.
JUNE 2017 SHOPPER MARKETING y

87



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
Shopper Marketing - June 2017 - 8
Shopper Marketing - June 2017 - 9
Shopper Marketing - June 2017 - 10
Shopper Marketing - June 2017 - 11
Shopper Marketing - June 2017 - 12
Shopper Marketing - June 2017 - 13
Shopper Marketing - June 2017 - 14
Shopper Marketing - June 2017 - 15
Shopper Marketing - June 2017 - 16
Shopper Marketing - June 2017 - 17
Shopper Marketing - June 2017 - 18
Shopper Marketing - June 2017 - 19
Shopper Marketing - June 2017 - 20
Shopper Marketing - June 2017 - 21
Shopper Marketing - June 2017 - 22
Shopper Marketing - June 2017 - 23
Shopper Marketing - June 2017 - 24
Shopper Marketing - June 2017 - 25
Shopper Marketing - June 2017 - 26
Shopper Marketing - June 2017 - 27
Shopper Marketing - June 2017 - 28
Shopper Marketing - June 2017 - 29
Shopper Marketing - June 2017 - 30
Shopper Marketing - June 2017 - 31
Shopper Marketing - June 2017 - 32
Shopper Marketing - June 2017 - 33
Shopper Marketing - June 2017 - 34
Shopper Marketing - June 2017 - 35
Shopper Marketing - June 2017 - 36
Shopper Marketing - June 2017 - 37
Shopper Marketing - June 2017 - 38
Shopper Marketing - June 2017 - 39
Shopper Marketing - June 2017 - 40
Shopper Marketing - June 2017 - 41
Shopper Marketing - June 2017 - 42
Shopper Marketing - June 2017 - 43
Shopper Marketing - June 2017 - 44
Shopper Marketing - June 2017 - 45
Shopper Marketing - June 2017 - 46
Shopper Marketing - June 2017 - 47
Shopper Marketing - June 2017 - 48
Shopper Marketing - June 2017 - 49
Shopper Marketing - June 2017 - 50
Shopper Marketing - June 2017 - 51
Shopper Marketing - June 2017 - 52
Shopper Marketing - June 2017 - 53
Shopper Marketing - June 2017 - 54
Shopper Marketing - June 2017 - 55
Shopper Marketing - June 2017 - 56
Shopper Marketing - June 2017 - 57
Shopper Marketing - June 2017 - 58
Shopper Marketing - June 2017 - 59
Shopper Marketing - June 2017 - 60
Shopper Marketing - June 2017 - 61
Shopper Marketing - June 2017 - 62
Shopper Marketing - June 2017 - 63
Shopper Marketing - June 2017 - 64
Shopper Marketing - June 2017 - 65
Shopper Marketing - June 2017 - 66
Shopper Marketing - June 2017 - 67
Shopper Marketing - June 2017 - 68
Shopper Marketing - June 2017 - 69
Shopper Marketing - June 2017 - 70
Shopper Marketing - June 2017 - 71
Shopper Marketing - June 2017 - 72
Shopper Marketing - June 2017 - 73
Shopper Marketing - June 2017 - 74
Shopper Marketing - June 2017 - 75
Shopper Marketing - June 2017 - 76
Shopper Marketing - June 2017 - 77
Shopper Marketing - June 2017 - 78
Shopper Marketing - June 2017 - 79
Shopper Marketing - June 2017 - 80
Shopper Marketing - June 2017 - 81
Shopper Marketing - June 2017 - 82
Shopper Marketing - June 2017 - 83
Shopper Marketing - June 2017 - 84
Shopper Marketing - June 2017 - 85
Shopper Marketing - June 2017 - 86
Shopper Marketing - June 2017 - 87
Shopper Marketing - June 2017 - 88
Shopper Marketing - June 2017 - 89
Shopper Marketing - June 2017 - 90
Shopper Marketing - June 2017 - 91
Shopper Marketing - June 2017 - 92
Shopper Marketing - June 2017 - 93
Shopper Marketing - June 2017 - 94
Shopper Marketing - June 2017 - 95
Shopper Marketing - June 2017 - 96
Shopper Marketing - June 2017 - 97
Shopper Marketing - June 2017 - 98
Shopper Marketing - June 2017 - 99
Shopper Marketing - June 2017 - 100
Shopper Marketing - June 2017 - 101
Shopper Marketing - June 2017 - 102
Shopper Marketing - June 2017 - 103
Shopper Marketing - June 2017 - 104
Shopper Marketing - June 2017 - 105
Shopper Marketing - June 2017 - 106
Shopper Marketing - June 2017 - 107
Shopper Marketing - June 2017 - 108
Shopper Marketing - June 2017 - 109
Shopper Marketing - June 2017 - 110
Shopper Marketing - June 2017 - 111
Shopper Marketing - June 2017 - 112
Shopper Marketing - June 2017 - 113
Shopper Marketing - June 2017 - 114
Shopper Marketing - June 2017 - 115
Shopper Marketing - June 2017 - 116
Shopper Marketing - June 2017 - 117
Shopper Marketing - June 2017 - 118
Shopper Marketing - June 2017 - 119
Shopper Marketing - June 2017 - 120
Shopper Marketing - June 2017 - 121
Shopper Marketing - June 2017 - 122
Shopper Marketing - June 2017 - 123
Shopper Marketing - June 2017 - 124
Shopper Marketing - June 2017 - 125
Shopper Marketing - June 2017 - 126
Shopper Marketing - June 2017 - 127
Shopper Marketing - June 2017 - 128
Shopper Marketing - June 2017 - 129
Shopper Marketing - June 2017 - 130
Shopper Marketing - June 2017 - 131
Shopper Marketing - June 2017 - 132
Shopper Marketing - June 2017 - 133
Shopper Marketing - June 2017 - 134
Shopper Marketing - June 2017 - 135
Shopper Marketing - June 2017 - 136
Shopper Marketing - June 2017 - 137
Shopper Marketing - June 2017 - 138
Shopper Marketing - June 2017 - 139
Shopper Marketing - June 2017 - 140
Shopper Marketing - June 2017 - 141
Shopper Marketing - June 2017 - 142
Shopper Marketing - June 2017 - 143
Shopper Marketing - June 2017 - 144
Shopper Marketing - June 2017 - 145
Shopper Marketing - June 2017 - 146
Shopper Marketing - June 2017 - 147
Shopper Marketing - June 2017 - 148
Shopper Marketing - June 2017 - 149
Shopper Marketing - June 2017 - 150
Shopper Marketing - June 2017 - 151
Shopper Marketing - June 2017 - 152
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com