In the News

Updated: Nov 14

Goldfish Canada Takes Snackers to Mega Bites Mountain

Campbell Company of Canada is targeting adult snackers with the launch of Goldfish Mega Bites, a brand extension with crackers that are twice the standard size. The launch campaign boasts extensive in-store activity along with a metaverse environment on the Decentraland platform where consumers can visit “Mega Bites Mountain” to mine Goldfish crackers and get a coupon for an IRL purchase, according to strategy magazine. The Mars Agency is handling the campaign’s shopper marketing activity.



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Rob Rivenburgh on the Shift from Transaction to Transformation

Our global ceo outlines the differentiating factors that make The Mars Agency's the world’s premier Connected Commerce agency in an interview with advertising industry showcase Adforum. The Mars Agency was recently showcased as "Company of the Week" on Adforum's home page.

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REGGIE Awards: Excellence in Activation

Path to Purchase Institute's coverage of the ANA's annual Reggie Awards included an overview of the "We Speak Laundry" campaign that earned recognition for Henkel and The Mars Agency this spring. The unique Walmart-exclusive program reimagined marketing in the laundry category driving portfolio sales for Henkel and category growth for the retailer.

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XPO Brands Flies with Purpose

Australian trade magazine Kochie’s Business Builders interviewed XPO Brands managing director Sally Tobin to learn how the retail activation agency is making up for pandemic-driven lost face time by traveling more efficiently. XPO formed an international partnership with The Mars Agency in April.

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Conagra Canada Rolls Out Epic Baking Kits

New Epic Baking Kits from Conagra Canada tap into the desire among post-pandemic consumers to find faster, more convenient dessert options, according to strategy magazine. The Mars Agency is providing shopper marketing support to the launch.

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Campbell’s, Mars Bag an Innovation Award in Canada

A unique campaign that printed recipes on compostable produce bags earned Campbell of Canada and The Mars Agency an award for in-store engagement in strategy magazine’s 2022 Shopper Innovation & Activation Awards.


The program gave Canadian shoppers a convenient dinner option while simultaneously appealing to their eco-conscious sensibilities. Read the case study here.

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Brands Unite for Movie Night at Sam's (membership required)

Freeosk united Conagra Brands' Angies' Boomchickapop and Act II with beverage brand Hint for a promotion distributing "movie night" bingo cards at Sam's Club in January via sample-dispensing kiosks.


In-store shoppers received the printable cards by email after scanning their Sam's Club membership card or Freeosk mobile app at a kiosk, which stocked SKUs from the three brands.


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In December, Tillamook became one of the first CPG companies to launch a comprehensive brand page on Instacart through an advertising opportunity the grocery delivery service launched that month. "Tillamook is committed to making meaningful connections with food lovers across the country and the Instacart brand page provides a platform to promote seasonally relevant products and content. We look forward to learning and growing with Instacart Ads in the year ahead," said Emily Wale, Senior Manager of Shopper Marketing and eCommerce at Tillamook, in a recent Instacart press release. The news earned media coverage from AdAge, Adweek and other outlets.

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‘Got Milk’ Campaign Partners with Pro Footballers for NFT Giveaway

In January, the Milk Processor Education Program (MilkPep) partnered with sports trading card company Panini to tap into the emerging trend of NFT (non-fungible token) collectibles. Leveraging its relationships with three National Football League players, MilkPep gave shoppers a chance to win NFT collectibles instantly or via sweepstakes through February. The campaign, which included in-store, online and social activity, also earned coverage from Promo Marketing and Ledger Insights.

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Slim Jim Updates Its Approach to Retail Conagra’s Slim Jim is activating its partnership with National Basketball Association star Chris Boucher of the Toronto Raptors in a point-of-sale campaign designed to “boost Canadian fortunes for the brand,” according to Strategy magazine, a leading publication for the advertising industry in Canada. The campaign is rolling out to Walmart, Dollarama, Circle K, Husky and other retailers.





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Mars Has a Sweet Holiday at Sam's Club [Membership required]

Path to Purchase Institute checked into holiday activity at Sam's Club in an article outlining a content-rich program from Mars, Inc. presenting recipes using M&M’s and Dove products, as

well as videos demonstrating how to fill stockings, whisks and mason jars with candy to give as small gifts. The page also linked to DIY guides for making an M&M’s wreath or candy-filled ornament while promoting limited-edition seasonal SKUs.


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Meijer Cooks Up Deals with P.F. Chang's

Conagra Brands' P.F. Chang’s took an omnichannel approach in November when introducing new SKUs in its Home Menu line at Meijer. The custom program employed in-store aisle violators and a digital circular feature to promote an offer through the retailer’s mPerks rewards program. A brand showcase on Meijer.com presented recipes incorporating P.F. Chang’s sauces. Path to Purchase Institute (Membership required)


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Campbell Snacks Targets 'Homegaters' [Membership required]

Activating your new sports sponsorship during a pandemic requires marketers to get a little more creative when offering pre-game party options. Stephen Chriss, Vice President of Shopper and Omnichannel Marketing at Campbell Snacks, tells the Path to Purchase Institute how the CPG designed a program for tailgaters and “homegaters” when kicking off its new Pac-12 collegiate athletic conference sponsorship this fall.

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BlueTriton & Walmart 'Flow It Forward' [Membership required]

A 60-second video featuring Love Is star Michele Weaver anchors a product showcase on walmart.com activating BlueTriton Brands' Made Better Pledge regional sustainability program.

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Mars Petcare & Walmart 'Extend a Paw' to Shoppers [Membership required]

Also on p2pi.org: An exclusive purpose-driven campaign sought to keep Walmart shoppers from going somewhere else to buy their pet food by pledging up to 2.5 million meals to shelters for every qualifying purchase in August and September.

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MilkPep Puts Olympians on Ice at Albertsons

A new ad in MilkPep's "You're Gonna Need Milk for That" series put Olympians Kristin Armstrong and Ariel Torres into a unique workout room built behind the milk vault at an Alberstons store in Boise, ID, and then filmed shopper reactions.

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The Mars Agency is an award-winning, independently owned global commerce marketing practice with a growth-for-clients focus. With talent spanning the Americas, Europe, and Asia, they create breakthrough, connected commerce solutions by balancing the smartest humanity with the latest technology. Their latest MarTech platform, Marilyn®, is the first and only end-to-end commerce marketing advisor. Learn more at www.themarsagency.com and meetmarilyn.ai.