Ikea and Leo Burnett win Shopper Innovation Awards Grand Prix

The agency cleaned up this year with "Learn Ikea" and wins for James Ready, Raising the Roof, Yellow Pages and Earls.

With Ikea and Leo Burnett claiming the Grand Prix for the “Learn Ikea” campaign, the Shopper Innovation Awards recognized the best shopper campaigns at the Hilton Toronto on Tuesday. The presentation, during which 40 awards were distributed, followed strategy and Match Marketing’s two-day Shopper Marketing Forum.

The Ikea campaign, which introduced Winnipeggers to the store via interactive displays, quizzes and educational info, also picked up three Golds in Custom Retail, Integration and Original Idea.

Leo Burnett also won Gold for a few other clients: James Ready’s “50% Awesomer Coasters” picked up two Golds in the categories of Small budget, big impact and In-store Engagement, and Raising the Roof’s “Repackaging Help” won Golds in CSR and Packaging.

Canadian Tire, with agency Tribal Worldwide, was another big winner, taking home four trophies: a Gold, Silver and two Bronzes for its digital catalogue. The agency also picked up three Silvers with McDonald’s Canada for the “FrapTap.”

Magnum and Mosaic Sales Solutions took home a Gold  for Best Global Adaptation and a Silver for In-Store Engagement with their “Pleasure Store Toronto,” while Sport Chek and agency North Strategic rounded out the Gold winners for the retailer’s social media-friendly flyer.

Click on each winner to read more about the campaign.

Grand Prix

“Learn Ikea” – Ikea and Leo Burnett: Grand Prix, Gold (Original Idea), Gold (Integration), Gold (Custom Retail)


“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)


“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)


“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)