How to win at shopper marketing
As we move into the hyper-digital age, having simple and relevant programs is critical, argues editor Emily Wexler.
RW&Co. suits up
Hoping to fill a gap in the mid-range fashion world, the retailer turns its attention to workwear.
Ahead of the pack
From Periscope to VR, check out some of the early brand adopters of hot new tech.
Cracker Barrel’s cheesy repositioning
The Kraft Canada brand is putting cheese at the heart of culinary experiences by deconstructing dishes.
Nike Golf’s premium play
The brand’s recent partnership with a Markham, ON golf club marks its first premium retail destination – with more to come.
Dad’s shopping habits by the numbers
Who is more concerned about price – mom or dad? The latter’s buying habits and preferences (and how some compare with mom’s) are revealed in a new Y&R study.
Anheuser-Busch’s new brews
The Canadian arm of the beer giant is looking within its own roster of brands for ways to capitalize on changing tastes and trends.
Betting big on shopper marketing
Seen some bad POS recently? Hunter Straker’s Sheri Pearson on moving away from high-volume-for-cheap initiatives, and how to think big-picture.
In defence of the flyer
ShopperDDB’s Jason Dubroy on why you should consider leveraging that age-old channel.
Back page: The future of retail gone too far
Graphics co ImageThink and strategy envision a world where retail has tumbled deep (and we mean deep) into the rabbit hole.
Weekend reading: Brands tap into foodie culture
Why getting in with that trendsetting crowd means more than just posting tasty images of food porn.
The next big things in retail
As omni-channel becomes the name of the game, and the lines between physical and digital blur, here are some trends to watch.
Pan Am’s top marketer on the challenges of getting a nation excited for those other games.
Weekend reading: Dairy Queen serves up 75 years
The iconic brand celebrates its sweet heritage, and uses product innovation to stay relevant in a crowded market.
Shopper Innovation Awards
Shopper Innovation Awards Grand Prix: Canadian Tire tests the limits
The famous Ice Truck takes the top prize, winning Canadians over by putting its battery through the ultimate test.
Shopper Innovation Awards: Tim Hortons joins the neighbourhood
To highlight how the QSR is part of people’s homes, it turned an ordinary house into a Tims overnight.
Shopper Innovation Awards: Ikea teaches interior decorating
The retailer’s short TV episodes about room makeovers and innovative samples helped drive store visits and sales.
Shopper Innovation Awards: Louisville Slugger hits a home run
To launch its premium bat in the dead of winter, the brand unveiled a batting-simulator game to virtually test their swing.
Shopper Innovation Awards: Xbox reveals mysterious consoles
The brand asked gamers to proclaim their support (and garnered pledges from more than 130,000 fans) to help unlock the consoles for a surprise.
Shopper Innovation Awards: Tim Hortons’ blind taste test
To launch its Dark Roast coffee, the QSR took the notion of “dark” seriously.
Shopper Innovation Awards: Raising the Roof hits the streets
The lowly donation box was re-imagined by creating life-sized ones that featured emotional images of actual homeless people.
Shopper Innovation Awards: Bayer CropScience brews up a contest
To sell fungicide, the brand targeted wheat, barley, oat and soybean growers, focusing on how bushels become beer.
Shopper Innovation Awards: Sport Chek debuts a tech haven
Featuring digital projection, touch-screens and bar code scanners, the West Edmonton Mall marked the second wave of innovative retail space for Sport Chek.
Shopper Innovation Awards: Canadian Tire gets tested for life in Canada
To reassert itself as the retailer with the best products suited for life here, it aimed to really prove its merchandise was up to the task.
Shopper Innovation Awards: Fido offers the whole kit and caboodle
To compete against other telcos’ prepaid offerings, Fido created unique packaging for the launch of the Fido All‐in-one Prepaid Kit.
Shopper Innovation Awards: Jack Astor’s hires a potato salad pro
The restaurant jumped on board a Kickstarter phenomenon to bring a viral star to Canada.
Shopper Innovation Awards: Ubisoft brings live action to fans
To promote its game Watch_Dogs, the gaming co brought the experience to life, putting consumers at the heart of the action.
Shopper Innovation Awards: Loblaw’s tailored loyalty program
The grocery retailer created a loyalty program, PC Plus, that gives points based on individual shopping habits.
Shopper Innovation Awards: Mazda drives a cinematic program
The “Mazda Massive Test Drive” app turned mobile phones into steering wheels, and the big screen into an interactive, first-person racing experience.
Shopper Innovation Awards: Make-A-Wish brings Santa to life
Kringl: The Proof of Santa video app put the big guy right into the homes of kids.
Shopper Innovation Awards: Molson’s mobile fridge goes viral
The beer co’s now-famous fridge travelled the world, and generated buzz and sales at home.
Shopper Innovation Awards: Lucky Charms embraces self-expression
The General Mills cereal brand connected with consumers during Pride to encourage self-expression.
Shopper Innovation Awards: Ikea sets the House Rules
Leo Burnett created a campaign for the furniture retailer that celebrated the rules that govern people’s homes.
Shopper Innovation Awards: Corona ups the patio experience
The beer brand hit the patios in a big way to increase summer sales.
Shopper Innovation Awards: Dove brings women out of the shadows
In collaboration with Jean Coutu, the brand’s “Camera Shy” campaign in Quebec encouraged women to develop a positive self-perception.
Shopper Innovation Awards: Walmart’s flyer becomes wearable
The retailer created pajama flyers to make shopping even more convenient.
Shopper Innovation Awards: Alexander Keith’s infuses new flavour
The beer brand created an infuser to allow its drinkers to experiment with their brew.
Shopper Innovation Awards: SickKids reveals real superheroes
The Toronto hospital surprised a special patient during a movie screening to help drive donations for its foundation.
Shopper Innovation Awards: Loblaw and ConAgra get hungry for football
The retailer and the CPG co partnered for the Super Bowl to get consumers thinking about game-day meals.
Shopper Innovation Awards: Kimberly-Clark strikes a new Poise
To stay ahead of its competition, the brand introduced the Poise Microliner, and partnered with a lifestyle show to reach its target.
Shopper Innovation Awards: Ikea moves people to redecorate
The retailer and its agency turned functional moving boxes into actual-size replicas of Ikea’s furnishings.
Shopper Innovation Awards: Longo’s personalizes shopping trips
The retailer and its agency developed a digital and mobile loyalty program, tracking customer behaviour around content and conversion on recommendations.
Shopper Innovation Awards: Kraft celebrates community pride
The CPG co launched its Celebration Tour and partnered with Loblaw to communicate with PC Plus members.
Shopper Innovation Awards: Veg Food Fest changes minds
To disrupt traditional notions around veg food and culture, the brand and its agency aimed to demonstrate tastiness.
Shopper Innovation Awards: Harley-Davidson floats a showroom
The motorcycle brand tapped into an opportunity to get its demo together in one place, and displayed bikes on a barge to get their attention.
Shopper Innovation Awards: Chevrolet hits the road with a coaster
To showcase its cars, the brand created a game that used actual vehicles with modified pneumatic shocks to activate at the CNE and PNE.
Shopper Innovation Awards 2015
Who was this year’s big winner? (Hint, it was a cool, hard-as-ice execution.)
Shopper Innovation Awards Judges
Find out whose brains were behind this year’s deliberations.
Publisher Mary Maddever on how shopper marketing today straddles two worlds, and award-winning tactics in the space.