Blink and you’re bound to miss a beat in the shopper marketing space. After all, there are more players than ever to contend with, as non-CPG brands (like credit card co MasterCard and auto brand Chevrolet) step up their retail games.
The smartest marketing strategies executed in (and outside of) stores over the past year were recognized at the Shopper Innovation Awards at the Hilton Toronto on March 4, following strategy‘s two-day Shopper Marketing Forum. The awards, judged by a panel of experts in the field of retail marketing, celebrate breakthrough shopper programs from Canadian brands and retailers.
Everyone’s in the race to stop shoppers in their tracks, and this year’s winners showed they have the grit to create standout programs that bring results to the table, such as Grand Prix winner Ikea, with its city-turned-classroom campaign in Winnipeg. To find out who won what, and why, read on.
Grand Prix
“Learn Ikea” – Ikea and Leo Burnett: Grand Prix, Gold (Original Idea), Gold (Integration), Gold (Custom Retail)
Gold
“James Ready 50% Awesomer Coasters” – James Ready and Leo Burnett: Gold (Small budget, big impact), Gold (In-store Engagement)
“Repackaging Help” – Raising the Roof and Leo Burnett: Gold (CSR), Gold (Packaging)
“Canadian Tire’s Reinvented Digital Catalogue: The Canadian Way” – Canadian Tire and Tribal Worldwide: Gold (Brand New!), Silver (Out of the box retail), Bronze (Changing Behaviour), Bronze (Tech Breakthrough)
“Pleasure Store Toronto” – Magnum and Mosaic Sales Solutions: Gold (Best Global Adaptation), Silver (In-Store Engagement)
“Social Flyer” – Sport Chek and North Strategic: Gold (Out of the box retail)
Silver
“FrapTap” – McDonald’s Canada and Tribal Worldwide: Silver (Brand New!), Silver (Original Idea), Silver (Tech Breakthrough)
“Milk Every Moment” – Strategic Milk Alliance and Shopper DDB: Silver (Changing Behaviour), Silver (In-Store Engagement), Bronze (Custom Retail)
“Shop Small” – American Express Canada and High Road Communications: Silver (Best Global Adaptation), Bronze (Changing Behaviour)
“Better Food For All” – Sobeys and The Working Group: Silver (Path to Purchase), Bronze (Tech Breakthrough)
“The Steak Redemption” – Earls Kitchen + Bar and Leo Burnett: Silver (Original Idea)
“What’s for Dinner?” – Knorr and Ariad Communications: Silver (Path to purchase)
“Colour Outside the Headlines” – CIL Paints and Shopper DDB: Silver (Partnering)
“The James Ready Cover Photo Swap” – James Ready and Leo Burnett: Silver (Loyalty)
“How Many Beers For That?” – James Ready and Leo Burnett: Silver (Loyalty)
“Corona Day of the Dead” – Corona and Zulu Alpha Kilo: Silver (Packaging)
“Bond d’essai” – Chevrolet and Cossette: Silver (Integration)
“Unlock Local” – Yellow Pages and Leo Burnett: Silver (Targeting)
Bronze
“Kraft Hockey Goes On” – Kraft and Juniper Park: Bronze (Integration)
“Walk off your poutine” – Valentine and Lg2: Bronze (Original Idea)
“Chocolats Favoris” – Chocolats Favoris and Lg2: Bronze (Packaging)
“Wendy’s Pretzel Bacon Cheeseburger Magic Show” – Wendy’s and MacLaren McCann: Bronze (Brand New!)
“Let’s Make Girls Unstoppable” (in Quebec at Jean Coutu) – Dove and Bob: Bronze (Best Global Adaptation)
“Lobster Event” – Earls Kitchen + Bar and Leo Burnett: Bronze (Small budget, big impact)
“Made in Quebec” – Kraft Canada and Shopper DDB: Bronze (Small budget, big impact)
Image: The Leo Burnett team with their Grand Prix, Gold, Silver and Bronze hardware at the SIA awards
Photo courtesy of Ryanwalkerphotos.ca
