This story appears in the May 2015 issue of strategy.
Shopper marketing is constantly changing its spots. The discipline is in a continuous state of transformation, as marketers try to keep up with today’s metamorphosing shopper.
New and arresting tactics are being called for, with this year’s Grand Prix winners of the Shopper Innovation Awards, Canadian Tire and Taxi, getting it right with their attention-getting and awards-friendly “Ice Truck” campaign.
There were more than 30 creative campaigns that stopped shoppers in their tracks this year, all recognized at the SIA gala, held in Toronto on April 21, during strategy‘s two-day Shopper Marketing Forum. The awards, judged by a panel of experts in the field of retail marketing, celebrate breakthrough programs from an array of brands and retailers.
To find out which shopper marketing programs left an impression this year, read on.
Grand Prix: Canadian Tire tests the limits
Tim Hortons joins the neighbourhood
Ikea teaches interior decorating
Louisville Slugger hits a home run
Xbox reveals mysterious consoles
Raising the Roof hits the streets
Bayer CropScience brews up a contest
Sport Chek debuts a tech haven
Canadian Tire gets tested for life in Canada
Fido offers the whole kit and caboodle
Jack Astor’s hires a potato salad pro
Ubisoft brings live action to fans
Loblaw’s tailored loyalty program
Mazda drives a cinematic program
Make-A-Wish brings Santa to life
Molson’s mobile fridge goes viral
Lucky Charms embraces self-expression
Corona ups the patio experience
Dove brings women out of the shadows
Walmart’s flyer becomes wearable
Alexander Keith’s infuses new flavour
SickKids reveals real superheroes
Loblaw and ConAgra get hungry for football
Kimberly-Clark strikes a new Poise
Ikea moves people to redecorate
Longo’s personalizes shopping trips
Kraft celebrates community pride
Harley-Davidson floats a showroom
Chevrolet hits the road with a coaster
Cases edited by Jennifer Horn
Pictured: Daniel Shearer and Jeff MacEachern from Taxi pick up the awards for the Canadian Tire Ice Truck campaign.
