Effie Case Study: “Nutter Butter at 7-Eleven”
Marketer: Mondelez International
Agency: Phoenix Creative
Effie Commerce & Shopper Category: Single-Retailer Program: Other (Winner)
In early 2019, sales of Nabisco’s Nutter Butter cookies had become stale nationally and at 7-Eleven. Mondelez saw an opportunity to commemorate Nutter Butter’s 50th birthday that year while bringing the brand to life with 7-Eleven shoppers in a modern and relevant way.
Nutter Butter over-indexes with both teenage and Millennial males, and shoppers age 18-34 are primarily driving the growth at 7-Eleven. Yet this audience had little familiarity with the Nutter Butter brand and are unreceptive to traditional advertising. The big idea was to create excitement around a fudge-covered cookie – Nutter Butter’s first major product innovation in more than 15 years – in a segment of the category that was growing by 28% in the convenience channel.
To extend into the morning daypart, Mondelez helped create two exclusive new breakfast items at 7-Eleven: a Nutter Butter-flavored latte and donut. In stores, shelf talkers highlighted a two-for-$2.50 promotion, while ignage drove brand awareness at the coffee bar. To build baskets, Nutter Butter launched an all-day digital offer: buy any hot beverage and a Nutter Butter product and get 200 bonus points through the 7Rewards app. Since the 7-Eleven Millennial shopper is a digital native, Nutter Butter built a digital-only awareness campaign with messaging on Waze, Instagram and Snapchat.
The program culminated on June 12, National Peanut Butter Cookie Day. 7-Eleven shoppers nationwide received a free pack of Nutter Butter cookies through the 7 Rewards app, and the brand held a birthday bash in New York City with viral apparel brand founder and social media superstar Johnny Cupcakes helping to deliver 1,200 custom, collectible Nutter Butter/7-Eleven T-shirts.
The birthday program helped grow the cookie category at 7-Eleven, while Mondelez cookies enjoyed double-digit growth and increased market share. Nutter Butter sales tripled during the promotion and were sustained afterward, lifting sales for the year. The Johnny Cupcakes event garnered more than 12 million impressions, Waze added another 2 million with 1,300 navigations to 7-Eleven, and Instagram and Snapchat both returned millions of impressions each.