Best C-Store Marketing Campaign 2014
With the explosion of social media and non-traditional marketing channels in recent years, brand marketers have had to cut through the ‘noise’ to ensure their message successfully reaches their target audience. This year’s Best C-Store Marketing Campaign Award applauds the creativity and skill of the brands who have managed to keep their ranges fully centre-stage
16 January 2015
And the nominees are…
- Cadbury ‘Rate the 8’
- National Lottery TV campaign
- Robinson Squash’d launch
- M&Ms St. Patrick Day Official Tour of Ireland campaign
- Heineken ‘Summer on-pack promo’
- Brady Family Ham ‘GAA Jersey’
- GoodFellas ‘Takeaway’
- Cuisine de France ‘Vive le Difference’
- Velvet special offer packs
- King ‘Conor McGregor’
The award for Best C-Store Marketing Campaign 2014 was sponsored by Leaders Enterprise
M&M’s scooped the Best C-Store Marketing Campaign Award for its Ms Green’s St Patrick’s Day ‘Official Tour of Ireland’ campaign. As the largest chocolate brand in the world and one of Ireland’s favourite, fun brands, M&M’s has built a reputation for bringing engaging and impactful campaigns to the Irish market. M&M’s said it was delighted to win a ShelfLife C-Store Award for Best In-Store Marketing Campaign for Ms. Green’s Official Tour of Ireland.
2014 saw M&M’s Ireland once again welcome celebrity Ms. Green back to our shamrock shores to help her trace her Irish roots on anofficial Ms. Green Tour of Irelandto meet new friends with the help of lots of celebrities, and get one step closer to finding her long lost cousins. The key objectives were to drive awareness for M&M’s amongst all chocolate consumers, breathe new life into Ms. Green, making her real and the character famous while delivering a uniquely Irish story to drive brand relevance and audience impact.
The campaign was supported by a large scale advertising campaign including TV, outdoor, online, and engaging POS which built incredible impact in-store. PR and digital delivered the authentic voice of Ms. Green across channels, producing impressive results. 9.8 million people were reached via a programme that worked across traditional and non-traditional mediums. Digital delivered genuine target audience results with influencer engagement on Twitter leading to reach of over 500,000 and engagement rates on Facebook of 30.9%. The introduction of a new platform, Snapchat, also reinforced brand relevance.