Effie Award Winners Revealed at Shopper Marketing Summit

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Effie Award Winners Revealed at Shopper Marketing Summit

03/29/2017

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:

Seasonal/Event

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

Multiretailer Program

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”

Category/Aisle Evolution

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.