2021 OmniShopper Awards Winners

logo, company name

The Path to Purchase Institute has named the winners of its inaugural OmniShopper Awards, the first and only recognition program designed to honor excellence in shopper engagement across the entire path to purchase. Much like the Institute’s now-retired Design of the Times Awards, which ran for the last 26 years, the new program recognizes and shines a spotlight on in-store marketing in all its forms, such as newer tools like retail media and direct-to-consumer sales as well as traditional methods like in-store displays.

The winners were announced Nov. 2-3 during the Institute's Path to Purchase Live virtual event and will be spotlighted in the December issue of Path to Purchase IQ magazine.

The 2021 winners by category are:

Marketing Collaboration

Collaborative: Brand-Retailer (Long-Term Partnership)

  • Campaign: 2021 Sam's Club/PepsiCo “Always On” portfolio support
  • Entrant: Sam’s Club
  • Brands: PepsiCo portfolio cross brands
  • Retailer: Sam's Club

Collaborative: Brand-Retailer (Single Activation)

  • Campaign: Make it Home
  • Entrant: General Mills
  • Brands: Betty Crocker, Pillsbury, Chex
  • Agency: VMLY&R Commerce
  • Retailer: Walmart


Digital Marketing

Digital: Digital Media Activation (Non-Retail Media)

  • Campaign: ‘all good
  • Entrant: The Mars Agency
  • Brand: all (Henkel)
  • Retailers: Walmart, Target, Kroger, Albertsons

Digital: Mobile Activation

  • Campaign: Connecting shoppers with high-demand products during unprecedentedshortages
  • Entrant: GroundTruth
  • Brand: Undisclosed fresh meat brand
  • Retailer: Walmart


  • Campaign: Off The Eaten Path (OTEP) engagement with moment marketing at scale
  • Entrant: Aki Technologies
  • Brand: PepsiCo

Digital: Retail Media Activation

  • Campaign: Build Your Own First Aid Kit 
  • Entrant: Johnson & Johnson
  • Brand: BAND-AID
  • Retailer: Target

Digital: Social Media Activation

  • Campaign: Driving social commerce for Tillamook with hyphen
  • Entrant: The Stable
  • Brand: Tillamook
  • Agency: The Mars Agency
  • Retailer: Walmart

In-Store Marketing

In-Store Marketing: Digital Activation

  • Campaign: Sanpellegrino/Sam’s Club virtual bartender
  • Entrant: The Mars Agency
  • Brand: Sanpellegrino Italian sparkling mixers (BlueTriton Brands)
  • Retailer: Sam’s Club


  • Campaign: “Your One-Stop Gift Shop – Cheers to the Naughty & Nice”
  • Entrant: Pernod Ricard (via TMA)
  • Brands: Absolut, The Glenlivet 12, Jameson, Kahlua Jameson Black Barrel, Martell Blue Swift, Avion 44
graphical user interface

In-Store Marketing: On-Shelf Campaign

  • Campaign: “Be the Best House on the Block”
  • Entrant: Vestcom + Pinterest
  • Brand: Mars Wrigley Candy (M&M, Snickers, Skittles)
  • Retailer: Albertsons Companies

In-Store Marketing: Store/Aisle Reinvention

  • Campaign: Timberland Herald Square New York shoe wall redesign
  • Entrant: In-Store Experience
  • Brand/Retailer: Timberland

In-Store Marketing: Product Display (Long-term)

  • Campaign: LED+ Display
  • Entrant: Frank Mayer and Associates Inc.
  • Brand: GE Lighting, a Savant Company
  • Retailer: Lowe’s

In-Store Marketing: Product Display (Temporary)

  • Campaign: Walmart/Bud Light Super Bowl activation
  • Entrant: Anheuser-Busch
  • Brand: Bud Light
  • Retailer: Walmart


  • Campaign: BIC U.S.
  • Entrant: Inspira Marketing Group
  • Brand: BIC
  • Retailers: Dollar General, H-E-B, Giant Eagle and


  • Campaign: Jefferson’s Ocean replica ship bookend display
  • Entrant: Bish Creative Display
  • Brand: Jefferson’s Ocean (Castle Brands, owned by Pernod Ricard)
  • Retailers: Undisclosed premium grocery and liquor stores

Integrated Path to Purchase Activation

  • Campaign: “Say Aloha to Flavortown” summer sweepstakes
  • Entrant: King's Hawaiian
  • Brand: King’s Hawaiian
  • Retailers: Kroger, Albertsons/Safeway, ShopRite, Meijer, Southeastern Grocers, Publix, The Giant Co., Stop & Shop, Schnucks, Giant Eagle, Target, Tops, Harris Teeter, Weis, Food Lion, Price Choppers, Smart & Final, Stater Bros, Associated Wholesale Grocers, Lowes, Piggly Wiggly, Hy-Vee, SuperValu and Military


  • Campaign: “Homemade Heroes”
  • Entrant: VMLY&R Commerce and Mondelez International
  • Brands: Oreo, Ritz and Chips Ahoy!
  • Retailer: Albertsons Companies


  • Campaign: Neutrogena “Makeup the Gap 2020”
  • Entrant: Johnson & Johnson
  • Brand: Neutrogena makeup 
  • Retailer: Walmart


  • Campaign: “Sing It With Oreo”
  • Entrant: Eastwest Marketing Group/Pratt Industries
  • Brand: Oreo 
  • Retailers: National grocery stores across the U.S.


  • Campaign: “Back to Well” at Walmart
  • Entrant: GlaxoSmithKline       
  • Brands: Advil, Theraflu, Robitussin, Clorox and Kleenex
  • Retailer: Walmart