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
Say Thank You With M
Mars Chocolate North
Single-Retailer Program: Mass
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