Editorial

Editorial: Beyond standing out

From strategy‘s latest issue, editor Emily Wexler on how brands must really hone into consumers’ lives to break through.

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Extreme contenting

Strategy publisher Mary Maddever on branded content, collaboration and supporting Canadian digital platforms.

Upfront

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Saying no to pitches

TBWA’s George Nguyen peeks behind the curtain on why an agency says thanks, but no thanks.

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Brands play on Instagram

As the social app’s user base swells, brands like Madewell and the TSFF are rolling out mass-market campaigns to drive followers.

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Products with smart potential

Texting toilet paper, anyone? Here are some every day items that should tap the internet of things trend.

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Infographic: Mobile by the numbers

More than half of millennials use a smartphone while watching TV, but 84% browse unrelated content, and other interesting insights from a new study on mobile habits.

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Wearable upstarts

From a bracelet that identifies your heartbeat to a brainwaves-measuring headband, cool tech is right in your backyard.

Deconstructed

Making love last: Advice for the jaded shopper marketer

Industry experts channel Dear Abby to weigh-in on data sharing and successful re-packaging.

Back Page

Back page: The state of shopper marketing

Shikatani Lacroix offers up the day in the life of a humble package.

Features

Calling out lovers and haters

Brands like Expedia and Taco Bell tap those on both side of the emotional spectrum.

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Volkswagen drives into the mainstream

Director of marketing Peter Blackwell shares his strategic plan for the brand.

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The next wave of branded content

Here’s a crash course on fusing branding and entertainment from Koodo, Dempster’s, Molson and more.

Boston Pizza’s big 5-0

Look back at the casual dining brand’s history as it celebrates its anniversary.

Shopper Innovation Awards

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Shopper Innovation Awards 2014

Ikea and Leo Burnett claim the Grand Prix for “Learn Ikea” as the top shopper marketing strategies in the country were honoured.

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Shopper Innovation Awards: Yellow Pages shows off its local intel

The company refreshes its image and “unlocks local” to win Silver.

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Shopper Innovation Awards: Kraft embraces Quebecois foodies

The CPG company partnered with Loblaws to target French Canadian shoppers, picking up a Bronze.

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Shopper Innovation Awards: Earls celebrates messy lobsters

The restaurant chain takes the pretentiousness out of eating the dish, winning a Bronze this year.

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Shopper Innovation Awards: Sobeys discovers better food for all

The grocery chain develops a Silver and Bronze-winning app to make the shopping experience easier for consumers.

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Shopper Innovation Awards: Knorr solves menu planning mystery

The brand picks up a Silver for its dedicated website and program to bring consumers easy meal solutions.

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Shopper Innovation Awards: CIL Paints’ headline hijack

The paint company pairs colours with current events for a partnership with The Home Depot, earning a Silver.

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Shopper Innovation Awards: Chocolats Favoris shows off its fine sweets

The Quebec chocolate company highlights its handmade quality with a redesign that wins a Bronze in Packaging.

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Shopper Innovation Awards: Corona brings back the dead

The beer brand changes up its packaging to honour the Day of the Dead, resulting in a Silver win.

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Shopper Innovation Awards: Sport Chek runs a social strategy

The sports apparel retailer wins Gold for developing a “Social Flyer” to reach young shoppers.

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Shopper Innovation Awards: Valentine walks off poutine calories

The Quebec QSR comes up with a way for consumers to get fit and get free poutine, winning a Bronze in this year’s awards.

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Shopper Innovation Awards: Earls customers get meat redemption

The chain targets patrons of other restaurants who’ve had a disappointing steak experience to win Silver.

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Shopper Innovation Awards: James Ready swaps social space

The beer brand wins Silver for letting its drinkers use its Facebook cover photo, and vice versa.

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Shopper Innovation Awards: James Ready barters beers

To win a Silver in Loyalty, the brand created a bartering system to be used among its devoted drinkers.

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Shopper Innovation Awards: Kraft brings back hockey

The CPG company made sure hockey went on during the NHL lockout, winning a Bronze.

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Shopper Innovation Awards: Chevrolet cars get the Bond test

The automotive co taps a Quebec personality to perform stunts with the car, earning a Silver in this year’s awards.

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Shopper Innovation Awards: James Ready gets 50% more awesome

The beer brand collects double Gold for creating coasters that serve different purposes.

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Shopper Innovation Awards: Milk’s daring dairy break-out

The Strategic Milk Alliance pairs the beverage with different foods in-store and online to bump up sales, resulting in two Silvers and a Bronze award.

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Shopper Innovation Awards: Raising the Roof packages good deeds

The non-profit takes home two Golds for repackaging its hats in a way that shows how donations actually help.

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Shopper Innovation Awards: Wendy’s makes magic

The QSR enlists actual magicians to promote its Pretzel Bacon Cheeseburger, resulting in a Bronze win.

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Shopper Innovation Awards: McDonald’s taps mobile for frap deal

The QSR creates a techy way to share coupons, and picks up three Silver awards this year.

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Shopper Innovation Awards: Canadian Tire’s digital catalogues

The retailer takes its iconic catalogue into the digital realm to win four awards – a Gold, a Silver and two Bronze.

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Shopper Innovation Awards: Dove makes girls unstoppable

The brand adapts its North American program specifically for the Quebec market, and picks up a Bronze.

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Shopper Innovation Awards: American Express looks local

The credit card company wins a Silver and a Bronze for encouraging consumers to “shop small” in Toronto.

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Shopper Innovation Awards: Magnum brings pleasure to Toronto

The Unilever ice cream brand creates a very popular pop-up store in the city, winning a Gold and a Silver this year.

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Shopper Innovation Awards: Ikea schools Winnipeggers

The Grand Prix goes to the furniture retailer for creating a program to teach folks in the city about how to shop at its store.

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Shopper Innovation Awards judges

Learn more about the co-chairs and jurists behind the Shopper Innovation Awards.

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