Effie Award Winners Revealed at Shopper Marketing Summit
The seventh annual Shopper Marketing Effie Awards for North America were presented at the Grand Hyatt New York on March 28 as part of the Shopper Marketing Summit, held by Progressive Grocer sister company Path to Purchase Institute and produced by parent company EnsembleIQ. The awards recognize the most effective integrated campaigns designed to engage the shopper and guide their purchase process.
Receiving the most Effies was the agency Geometry Global, sharing some wins with its co-agency partner, Team Unilever Shopper, which nabbed four awards. Georgia-Pacific and Droga5 won the most Gold Shopper Marketing Effie Awards, two.
Five marketer/agency teams took home Gold Shopper Marketing Effies: The Hershey Co./TPN, Kolcraft/FCB/RED/FCB Chicago, Unilever/Team Unilever Shopper/Geometry Global, PepsiCo/TracyLocke and Georgia-Pacific/Droga5.
“Our winners exemplify the impact that creative and insightful shopper marketing strategy has on the things that count: sales lift, shopper satisfaction and category growth,” said Neal Davies, president and CEO at Effie Worldwide, a New York-based nonprofit whose network works with top global research and media organizations to mine relevant insights into effective marketing strategy, and the presenter of the awards in partnership with Path to Purchase Institute.
“This year’s winners demonstrate the importance of close working relationships between brands and their retail partners,” added Mike McMahon, president and executive director of Chicago-based Path to Purchase Institute. “There is a lot that the shopper marketing community can learn from these creative, complex and highly effective collaborations.”
The complete list of winners is as follows:
Georgia-Pacific and Droga5 won a Gold Effie for “National Toilet Paper Day” for the Quilted Northern brand
Unilever, Team Unilever Shopper, and Geometry Global won a Bronze Effie for “Walgreens Give H20PE to Others” for the Suave, Caress, TRESemmé and Axe brands
Single-retailer Program: Drug Stores
Procter & Gamble and Leo Burnett/Arc (with contributing agency Starcom) won a Bronze Effie for “Walgreens for a Healthy Home”
Single-retailer Program: Supermarkets
Colgate-Palmolive and The Mars Agency won a Silver Effie for “Water Sustainability” for the Colgate brand; Benchmark Marketing International was a contributing agency
Saputo Dairy Foods and Partners + Napier won a Silver Effie for “ShopRite Mix-In Matchmaker Program” for the Friendship Dairies cottage cheese brand; campaign contributors included Wakefern Food Corporation, MyWebGrocer and RDD Associates
MilkPEP and FCB/RED won a Bronze Effie for “Feed a Childhood,” along with contributing agency Weber Shandwick
Single-retailer Program: Mass Merchants
Johnson & Johnson and Geometry Global won a Bronze Effie for “College Care Essentials”
McDonald’s, Coca-Cola, and Leo Burnett/Arc won a Bronze Effie with contributing agencies HelloWorld, DDB, Burrell and Boden PR
Mars Chocolate North America and Catapult Marketing, with contributing agencies Collective Bias, Triad Retail Media and Elevation Group, won a Silver Effie for “Say Thank You With M”
Single-retailer Program: Other
Georgia-Pacific and Droga5 won a second Gold Effie for “National Toilet Paper Day” for the Quilted Northern brand
The Hershey Co. and TPN won a Gold Effie for “Build a Better Basket at Dollar General”
Awareness, Trial & Conversion
Unilever, Team Unilever Shopper, and Geometry Global won a Bronze Effie for “Walgreens ‘Do Deo Better’” for the Axe, Dove Men+Care, Degree for Men, Degree for Women, and Dove female brands
David Versus Goliath
Kolcraft, FCB/RED, FCB Chicago, along with contributing agencies Current, Lord + Thomas, Cinema Libertad LLC and Hero Solutions, won a Gold Effie for “The Baby Stroller Test-Ride by Contours”
New Product/Service Introduction
Mondelēz International and Geometry Global won a Bronze Effie for “Try SomeTHiN Good” for the GOOD THiNS brand
Procter & Gamble and Saatchi & Saatchi X won a Silver Effie for “Gillette's Meet the Protectors at Walmart” for the Gillette Fusion ProShield brand
Multibrand/Manufacturer Shopper Solution
Unilever, Team Unilever Shopper, and Geometry Global won a Bronze Effie for “Your Style, Your Way” for the Dove, Suave, TRESemmé brands
PepsiCo and TracyLocke won a Silver Effie for “#SayItWithPepsi”
Mondelēz International’s Oreo Cookies and Geometry Global won a Silver Effie for “Oreo Cookie Balls”
Intel and Leo Burnett/Arc won a Bronze Effie for “Digitizing Retail.”
Omnichannel Shopper Experience
PepsiCo and TracyLocke won a Gold Effie for “#SayItWithPepsi”
Unilever, Team Unilever Shopper, and Geometry Global won a Gold Effie for “Dove #SpeakBeautiful at Target
The Shopper Marketing Summit runs March 27-29 at the Grand Hyatt New York.