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.
Extreme contenting
Strategy publisher Mary Maddever on branded content, collaboration and supporting Canadian digital platforms.
Upfront
Saying no to pitches
TBWA’s George Nguyen peeks behind the curtain on why an agency says thanks, but no thanks.
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.
Products with smart potential
Texting toilet paper, anyone? Here are some every day items that should tap the internet of things trend.
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.
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.
Volkswagen drives into the mainstream
Director of marketing Peter Blackwell shares his strategic plan for the brand.
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
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.
Shopper Innovation Awards: Yellow Pages shows off its local intel
The company refreshes its image and “unlocks local” to win Silver.
Shopper Innovation Awards: Kraft embraces Quebecois foodies
The CPG company partnered with Loblaws to target French Canadian shoppers, picking up a Bronze.
Shopper Innovation Awards: Earls celebrates messy lobsters
The restaurant chain takes the pretentiousness out of eating the dish, winning a Bronze this year.
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.
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.
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.
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.
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.
Shopper Innovation Awards: Sport Chek runs a social strategy
The sports apparel retailer wins Gold for developing a “Social Flyer” to reach young shoppers.
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.
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.
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.
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.
Shopper Innovation Awards: Kraft brings back hockey
The CPG company made sure hockey went on during the NHL lockout, winning a Bronze.
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.
Shopper Innovation Awards: James Ready gets 50% more awesome
The beer brand collects double Gold for creating coasters that serve different purposes.
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.
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.
Shopper Innovation Awards: Wendy’s makes magic
The QSR enlists actual magicians to promote its Pretzel Bacon Cheeseburger, resulting in a Bronze win.
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.
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.
Shopper Innovation Awards: Dove makes girls unstoppable
The brand adapts its North American program specifically for the Quebec market, and picks up a Bronze.
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.
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.
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.
Shopper Innovation Awards judges
Learn more about the co-chairs and jurists behind the Shopper Innovation Awards.
- Tim Hortons to bring Loop containers to restaurants
- DoorDash tries to get its place in Canada’s ‘flavourhoods’
- Introducing strategy’s Diversity and Inclusion advisory board
- Unilever ‘heavily’ increasing investment in ‘effective’ marketing
- Milestones gets a hand from Ryan Reynolds to boost happy hour
