OmniShopper Award Winner: In-Store Marketing: On-Shelf Campaign

One campaign won an OmniShopper Award in the In-Store Marketing: On-Shelf Campaign category.
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Campaign: Be the Best House on the Block
Entrant: Vestcom + Pinterest
Brand: Mars Wrigley candy (M&M, Snickers, Skittles)
Retailer: Albertsons Companies

Summary: For the 2020 Halloween season, Mars Wrigley needed to drive incremental candy sales despite COVID-19 posing widespread disruption to the typical trick-or-treating buying occasion. Through a partnership with Vestcom, Pinterest and Albertsons, Mars Wrigley engaged shoppers through a “Be the Best House on the Block” campaign that connected rich digital brand content to the point of decision at the shelf-edge.

The campaign targeted Albertsons shoppers who are active Pinterest users, primarily Millennial and Baby Boomer parents looking for creative activities for their children during the Halloween season. Pinterest users who actively sought sources of inspiration were presented sponsored ads, driving to an enhanced landing page offering touchless trick-or-treating and at-home Halloween ideas with shoppable links. Halloween-themed recommendations included recipes for “monster cheesecake bites,” guides to build “boo baskets” or “trick-or-treat stations,” and tips for hosting a “ghoulish game night.”

At Albertsons stores nationwide, shoppers were presented with an immersive experience at the shelf edge. Vestcom’s shelfAdz replaced standard price tags for participating Mars Wrigley’s products, while the message was reinforced through in-aisle signage. All of the “Be the Best House on the Block” shelfAdz tags and signage invited shoppers to scan a Pinterest pin-code, directly linking to Mars Wrigley’s Halloween-themed digital content.

Campaign results revealed both dollar and unit sales lift as well as incrementality compared to same sales a year ago: a dollar sales lift of 15.6% in the promotional period with 22.1% incrementality, and a unit sales increase of 6.8% with 17% incrementality. (Incrementality is defined as the sales increase from the pre-period and the promotional period.) These results also outpaced the category significantly during the promoted period.