Effie Case Study: “Albertsons Companies Naughty or Nice Oreo Cookie Balls”
Marketer: Mondelez International
Agency: Geometry Global
Effie Commerce & Shopper Category: Single-Retailer Program: Supermarkets (Finalist)
With more than 20% of annual retail sales reported during the holiday period, the time frame is a must-win for both brands and retailers. Nabisco’s Oreo brand was determined to repeat a blockbuster holiday season from the previous year at Albertsons by rolling out an unconventional solution that had the potential to raise a few eyebrows.
The program’s target shopper of “Holiday Hypers” approach the season with a mixture of excitement and anxiety. These moms appreciate the elaborate transformation of the seasonal aisle in Albertsons stores and are highly motivated shoppers, but also feel pressure to produce elaborate decorations, gourmet recipes and perfect gifts.
Going against the norm, Nabisco developed an Albertsons-exclusive “Oreo Cookie Ball” recipe featuring two options: a “Naughty” one resembling lumps of coal, and a “Nice” option decorated with sprinkles to look like a Santa hat and snowman. The idea was to give Holiday Hypers permission to be imperfect when prepping festive holiday treats. Moms who forget to grab red and green snowflake sprinkles for the Nice cookie ball, for example, could turn to the two-ingredient Naughty version intended as a holiday recipe “fail.”
To reach Albertsons’ digitally savvy shoppers, Oreo deployed online ads through the retailer’s new Performance Media platform, including mobile ads and a homepage thumbnail targeting shoppers based on past purchases and lifestyle segments. All tactics drove shoppers to a landing page containing the cookie ball recipes and basket-building savings on Oreo cookies and private label Lucerne cream cheese (the second ingredient in the Naughty ball). In-store communication included free-standing displays, recipe cards and weekly circular features.
The program boosted sales of both Oreos and the cookie category while deploying touchpoints that connected with holiday shoppers. Digital media generated banner click-through rates of 0.68%, which exceeded benchmarks by a 2.4 multiple, and an unusually high store visitation lift of 19.6% among shoppers who were exposed to the campaign elements.