2019 Marketers of the Year

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MOY 2019: Sharon MacLeod builds bridges to the next generation of men

How our first Marketer of the Year is applying “Real Beauty” lessons to the Dove Men+Care line.

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MOY 2019: David Bigioni begins on a high note

How one of our Marketers of the Year got consumers in a new category to say “Hi” to Tweed, not weed.

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MOY 2019: Anne-Marie LaBerge takes BRP on a ride

The marketer is transforming the recreational vehicle company from product-driven to experience-led.

Design Agency of the Year

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AOY Silver and Design AOY Bronze: John St. bundles up

Facing an industry in flux, the agency refocused its attention on its approach to working with clients.

Feature

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Long live the (digital) beauty regime

Building a DTC strategy goes beyond e-commerce. And few know how to build better one-to-one relationships than beauty brands.

Tribute

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No Frills: The discount grocer with swagger

As it celebrates 40 years, the grocery chain is doubling down on unapologetic marketing to bring more savvy shoppers into the fold.

Future Shoppers Now

Unboxed-market

The future shopper is now

Profiles of three different consumers that are shaping the shopping landscape (and how retailers are meeting their needs).

Editorial

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Focus and context are the new art and copy

Our Next Big Thing issue points the way to the future of advertising and marketing.

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Killer apps: ads’ tech tipping point?

Strategy executive editor Mary Maddever on the app-ification of brands, and a new shopper-focused award show.

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Extreme contenting

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

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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.

Upfront

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The Verdict: Skittles scores with Tree Boy

The Wrigley Canada brand’s recent “Free Tree Boy” effort has become the company’s most successful candy promo.

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The grey wave

The number of people over the age of 65 is growing fast, and what this group values, how it thinks and where it shops will affect Canadian brands profoundly.

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Simons brings fluid retail design to Edmonton

The Quebec-based fashion retailer makes its mark on the West Edmonton Mall with suspended change rooms and social media photo booths.

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Target to bring Archer Farms, Market Pantry and Up and Up to Canada

The retail giant is set to compete with the likes of Loblaw and Sobey’s through its private label grocery and household lines.

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Dear Banana Republic, it’s not me, it’s you

Bensimon Byrne’s Max Valiquette ends his long-term relationship with the clothier for losing sight of itself.

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Brands swap goods for social currency

Kellogg’s All-Bran Tweet Shop and Hot Wheels tweet-activated vending machine got consumers talking about the brands on social media.

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Verdict: Awake Chocolate packs a punch

The fast-growing company has moved more than $1 million in product since its August launch, despite competing in two crowded categories: chocolate and energy drinks.

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The rise of retail-tainment

Retailers and entertainment companies are increasingly allowing consumers to “shop the show,” as branded content takes on a different spin.

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In the aisles with The Beer Store’s Andrea Randolph

The VP of retail talks about new test features, including touch-screen displays and beer fridges, meant to create a more inviting shopping environment.

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The risks of over-complicated loyalty programs

As loyalty cards proliferate and new digital players emerge, brands risk alienating consumers fed up with the increasingly complex rewards space.

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Freshii taps entrepreneurs

The health food eatery’s CEO Matthew Corrin talks about the launch of “Fresh Startups,” a program that mentors and funds tech companies to help create new products for use in its stores.

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Dempster’s targets DIY guys

The Canada Bread brand’s campaign steers away from moms to take aim at millennial males with a spoof on home-reno shows.

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Carnivore Club brings the meat

Targeting urban men, the company will ship cured meats from charcuterie artisans to subscribers in Canada and the U.S.

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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.

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Buying online, by the numbers

BrandSpark’s study breaks down the state of ecommerce in Canada.

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Experience-based retail

Here are three clever executions from the physical world to keep shoppers coming to stores.

Creative

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Is stand-alone retail the next CPG frontier?

Why some brands are taking retail into their own hands, and how it could lead to the next chapter of in-store marketing.

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Deliver us from meal planning

How subscription food delivery companies are catering to time-starved Canadians.

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Making love last: Advice for the jaded shopper marketer

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

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What not to wear

Want to turn heads in the supermarket aisles? Take these fashion tips for retail-ready packaging, courtesy of columnist Chris Chan.

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Store wars: the next front

John Bradley analyzes the shifting retail-manufacturer relationship when it comes to shopper-focused innovation.

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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.

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In defence of the flyer

ShopperDDB’s Jason Dubroy on why you should consider leveraging that age-old channel.

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Lessons from a 1959 board game about Loblaws

It’s fun to reflect on the time the game was made, and how much (or, how little) the physical shopping experience has changed.

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Small is the new big (and big is the new small)

TracyLocke’s Craig Jenkins on how niche is king, and how marketers can join the party.

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Back page: The state of shopper marketing

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

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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.

Features

Shopper Marketing Forum co-chair Martin Rydlo, director of strategy & initiatives, Campbell Company of Canada

Photo gallery: 2012 Shopper Marketing Forum

Our annual event saw industry members gather in Toronto to hear some of the top shopper marketing experts in the business share their views on how to move the industry forward.

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Shopper marketing techs up

From geo-targeting to augmented reality shopping apps, brands and retailers get digital.

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Reinventing the drug store

Joe Jackman brings his high-speed retail makeover formula to Rexall.

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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.

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Enter the retail ring

How high-end retailers, grocery chains and banks are bringing new strategies to the retail rumble.

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The new Sears wish book

COO Becky Penrice discusses how the 64-year-old retailer is finding its foothold for the future with Initium, Pinball and its iconic catalogue roots.

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The future of shopping: The changing consumer

In part one of our series, we look at how time spent online is warping consumer behaviour.

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The future of shopping: Grocery robots and flowers by mail

In part two of this series, we explore the not-so-distant future of pick-up and delivery.

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The future of shopping: Striving for personalization

In part four of our series, we delve into how brick-and-mortar is taking on online shopping.

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The future of shopping: Trimming the (packaging) fat

In part three of our series, we look at brands conquering waste with new formats.

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The future of shopping: Less friction, more transactions

From payment to scanning as you shop, customers demand a smooth experience.

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Rethinking retail engagement

How going outside the box helped brands get the most out of new store concepts, different platforms and small budgets.

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Enter the Parka Wars

Here’s how three Canadian companies are targeting tribes to build global brand cred.

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Marketing in the Age of Anxiety

How a bevy of brands are jumping on the wellness trend to help people chill out and live their best lives.

Shopper Innovation Awards

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Shopper Innovation Awards: Custom retail

Holt Renfrew, Nestle Purina PetCare and P&G’s Euranuba brand win Gold, Silver and Bronze respectively.

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Shopper Innovation Awards: Brand new!

Metro wins Gold, Wendy’s takes Silver and Friskies wins Bronze in the category that recognizes new product launches.

Keurig

Shopper Innovation Awards: In-store engagement

Keurig brews up a Gold win, while Metro takes Silver and ComQi takes Bronze for effectively engaging customers in stores.

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Shopper Innovation Awards: Small budget

Programs for Stride Gum and Becel make big impacts with small budgets, winning Silver and Bronze respectively,

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Shopper Innovation Awards: Packaging

It’s what’s on the outside that counts for James Ready, Maison Orphee and Maynards, honoured with Gold, Silver and Bronze in this category.

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Shopper Innovation Awards: Partnering

Desjardins partners with the Montreal Auto Show to win Silver and Unilever teams up with Shoppers Drug Mart to take the Bronze.

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Shopper Innovation Awards: Path-to-purchase

Doritos gets Jacked for the Gold and Fruite teams up with an animated movie to win Bronze.

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Shopper Innovation Awards: CSR

Purina takes Gold for “Paws for the planet,” Loblaw wins Silver for its sustainable seafood initiative and Desjardins wins Bronze for encouraging fiscal responsibility.

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Shopper Innovation Awards: Changing behaviour

Changing consumer behaviour is never easy, yet Unilever and PepsiCo manage to do it, winning Silver and Bronze respectively.

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Shopper Innovation Awards: Loyalty

James Ready picks up two Golds for building a loyal fan following, while Air Miles wins Bronze for its “Check-in Challenge.”

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Shopper Innovation Awards: Out-of-the-box retail

RBC takes the Gold for its new retail format, Walmart wins Silver for its Outdoor Living Centre and Sobeys takes Bronze for its Moodie Foodie app.

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Shopper Innovation Awards: Global adaptation

Dove wins Silver for making real women famous, and Bronze for recruiting real hair stories. Depend also picks up Bronze for getting Canadians to try it on.

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Shopper Innovation Awards: Integration

Gold honours in this category go to Loblaw for “BBQTown” and MasterCard for “Stylicity,” while Maynards picks up Silver for “Make your Face a Maynards.”

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Shopper Innovation Awards: Original idea

McDonald’s picks up Gold for answering consumers’ questions, while Gotstyle and Maynards both take Silver.

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Shopper Innovation Awards: Tech breakthrough

McDonald’s takes Gold, Rockland Mall’s virtual fashion experience win Silver and Sobey’s Moodie Foodie app takes Bronze.

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Shopper Innovation Awards: Targeting

McDonald’s picks up another Gold, and GoodNites wins Bronze for effectively targeting moms.

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Shopper Innovation Awards: Grand Prix

MasterCard picks up the biggest honour of the show for its Stylicity program.

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MasterCard’s Stylicity wins Grand Prix at Shopper Innovation Awards

The credit card company and its agency MacLaren McCann pick up the top prize at the inaugural award show. McDonald’s and Tribal DDB also win big, as do James Ready and Leo Burnett.

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Shopper Innovation Awards: Judges

Meet the jury, comprised of co-chairs and an executive committee, for the 2013 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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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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Shopper Innovation Awards: Lucky Charms embraces self-expression

The General Mills cereal brand connected with consumers during Pride to encourage self-expression.

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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.

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Shopper Innovation Awards: Corona ups the patio experience

The beer brand hit the patios in a big way to increase summer sales.

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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.

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Shopper Innovation Awards: Walmart’s flyer becomes wearable

The retailer created pajama flyers to make shopping even more convenient.

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Shopper Innovation Awards: Alexander Keith’s infuses new flavour

The beer brand created an infuser to allow its drinkers to experiment with their brew.

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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.

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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.

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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.

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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.

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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.

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Shopper Innovation Awards: Kraft celebrates community pride

The CPG co launched its Celebration Tour and partnered with Loblaw to communicate with PC Plus members.

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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.

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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.

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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.

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Shopper Innovation Awards 2015

Who was this year’s big winner? (Hint, it was a cool, hard-as-ice execution.)

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Shopper Innovation Awards winners revealed

Check out all of the best work that moved the judges most.

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Shopper Innovation Awards: SickKids offers the gift of perspective

The hospital foundation broke through the holiday clutter with “Better Tomorrows.”

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Shopper Innovation Awards: U by Kotex bites into a branded series

The brand’s vampire series, Carmilla, connected with female millennials.

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Shopper Innovation Awards: Leon’s gets Quebecers moving

The brand used innovative coupons to capitalize on the province’s Moving Day.

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Shopper Innovation Awards: Shock Top literally speaks for itself

The beer brand broke through with a fast-talking orange slice.

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Shopper Innovation Awards: Reviveaphone travels to Oz and saves a phone

The smartphone repair kit went to great lengths for its North American launch.

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Shopper Innovation Awards: Budweiser lights up (again)

The beer brand brought its Red Light campaign to pints and pitchers.

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Shopper Innovation Awards: Intel escapes to Mars inside Best Buy

The brand created an augmented reality game for its experiential zone inside the retailer.

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Shopper Innovation Awards: Natrel introduces a world of dairy

The brand partnered with a coffee chain to launch its Montreal milk bar.

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Shopper Innovation Awards: Uber gets seriously safe

The ride-sharing company made a custom breathalyzer that orders free lifts.

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Shopper Innovation Awards: Doritos tests Ketchup fans

The brand had chip lovers go to extremes to win the last bag.

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Shopper Innovation Awards: Corona brings summer early

The beer brand saw an opportunity for an early patio season with Cinco de Mayo.

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Shopper Innovation Awards: Nutella adds a little joy

The brand promoted life’s simple pleasures by subtracting carbs and adding a “spife.”

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Shopper Innovation Awards: Ontario government takes on ‘grey areas’

The sexual harassment ads targeted bystanders, calling on them to take action.

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Shopper Innovation Awards: Budweiser rocks out with Metallica

The brand produced a limited run of beer inspired by the iconic band for a Quebec City show.

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Shopper Innovation Awards: Walmart and Mattel’s virtual toy store

A pop-up in Pearson Airport made for convenient holiday shopping.

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Shopper Innovation Awards: Boston Pizza ups the loyalty ante

The restaurant brand’s MyBP app allowed for stronger relationships with customers.

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Shopper Innovation Awards: Tim Hortons’ new level of chill

The QSR cuts the caffeine to boost cold beverage sales.

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Shopper Innovation Awards: SC Johnson highlights messy moments

The home cleaning brands used a social campaign that reflected changing attitudes toward cleaning.

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Shopper Innovation Awards: BMO builds better saving strategies

The bank removed barriers to saving by promoting good habits.

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Shopper Innovation Awards: Scene spotlights the feeling of free

The Scotiabank Scene campaign showed movie buffs the card’s added value.

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Shopper Innovation Awards 2016 judges

Meet the panel behind the winning cases.

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Shopper Innovation Awards Grand Prix: The cause effect

General Mills and Cossette take the top prize for Honey Nut Cheerios and “Bring Back the Bees.”

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Shopper Innovation Awards: How to hijack the holidays

These brands found new ways to stand out during busy periods.

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Shopper Innovation Awards: Two brands are better than one

Partnerships for Expedia, Coke and Interac helped the brands reach their targets.

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Shopper Innovation Awards: Donations with benefits

SickKids and Rethink Breast Cancer offered donors more than the joy of giving.

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Shopper Innovation Awards: When banner ads stalk for good

The Canadian Safe School Network made its point by turning its ads into bullies.

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Shopper Innovation Awards: Ikea hacks delivery pain points

Leo Burnett’s campaigns showed how easy it can be to buy (and move) new furniture.

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Shopper Innovation Awards: How to keep it fresh

Molson Canadian and Budweiser found ways to bring winning campaigns back for another season.

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Shopper Innovation Awards: Focus-group-generated content

Walmart brought in the real experts to test its Christmas toys.

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Shopper Innovation Awards: Reinvention through brick and mortar

The Yellow Pages and Harley-Davidson set up shops to change their brand image.

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Shopper Innovation Awards: Reframing the issue wins new patrons

World Vision shows off what water can do.

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Retail Innovator of the Year: Sephora

How Canadian investments led the global beauty giant to win over a devoted community.

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Honey Nut Cheerios wins 2017 SIA Grand Prix

Cossette’s campaign took the top prize at the Shopper Innovation Awards, while Expedia, Ikea, Doritos and others brought home Gold.

Marketer Survey

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The rise of shopper marketing

GlaxoSmithKline’s Nicole Rocheleau reflects on how the relatively new discipline cemented itself in the marketing mix this year.

Roundtable

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Roundtable: The Shopper Marketing Revolution

Our experts weigh in on industry changes, and how retailers and manufacturers must adapt to keep up.

Strategy Awards

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Turning the ship around

From CPG to retail and pharma, here’s how brands are making their mark in and outside of stores to win at the Strategy Awards.

Publisher's Note

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Perk wars

Publisher Mary Maddever on how shopper marketing today straddles two worlds, and award-winning tactics in the space.

Brands of the Year

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2018 Brands of the Year: Growing Greenhouse

The Toronto-based ‘functional beverage’ brand started small and is now set to sprout up across Canada and beyond.

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2018 Brands of the Year: Chevrolet drives the Canadian Dream

The brand’s masterbrand approach is one rarely seen in automotive marketing today.

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2018 Brands of the Year: Ricardo’s recipe for success

How Ricardo Larrivee is expanding his media empire through digital platforms and smart retail.

Digital Agency of the Year

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Digital AOY Gold: Rethink and the cultural zeitgeist

The 19-year-old has hit pay dirt by putting people before profits.

Agency of the Year

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AOY Silver and Design AOY Bronze: John St. bundles up

Facing an industry in flux, the agency refocused its attention on its approach to working with clients.

Photos

Shopper Marketing Forum and Innovation Awards 2014

Check out strategy‘s photo gallery for highlights from the two-day event in Toronto.

Upfronts

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Conagra Canada promotes protein-based snacks

How the company entered gas and convenience for the first time to sell Slim Jim, Duke’s and Bigs.

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Steam Whistle brews up big changes

The once-niche beer brand is exploring a further push into experiential and expanding its product portfolio.

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Male grooming is booming

Brands, from global giants like L’Oreal to start-ups like Consonant, are marketing more to men. And it’s starting to pay off.

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Canadian Tire’s fancy new range

The retailer is pushing a premium BBQ selection to grow its share of the market and further its exclusive brand strategy.

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Retail as a community hub

The strategy behind investments Staples, MEC and Indigo have made to create more experiential stores.

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Loblaw’s Optimum-ized digital ad approach

How the grocer’s entry into the media space is made more enticing by the promise of first party loyalty data.

The New Establishment

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The New Establishment: Aidan Shankman brings Tim’s to life in the grocery aisle

Tim Hortons’ 27-year-old senior manager of marketing operations was key to bringing the QSR brand to the grocery space.

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