Award Nods for SKITTLES, MilkPEP Work

Updated: Oct 24


Future-forward campaigns with clients Mars, Inc. and MilkPEP have earned The Mars Agency industry honors in the Path to Purchase Institute’s OmniShopper Awards program.


“SKITTLES® Pride It Forward At Walmart,” an evergreen campaign designed to help shoppers join with the candy brand and retailer to show their support for the LGBTQ+ community, earned the award for Brand-Retailer/Long-Term Partnership. (Read the case study here.)

MilkPEP’s “Make the Trade,” an omnichannel program that took a cutting-edge approach to sweepstakes activation by leveraging the cooperative’s pro football partnerships to award exclusive NFT prizes, was honored for Digital In-Store Activation. (Read the case study here.)


Both campaigns illustrate The Mars Agency’s emphasis on helping clients stay ahead of the curve in adopting new martech tools. The Pride It Forward” effort included an interactive augmented reality experience activated through QR codes in stores and digital ads online; The MilkPEP program even pioneered a new content idea by adding rotating graphic elements to the NFTs.

“First and foremost, our goal is to develop commerce marketing programs that drive shopper engagement and business growth for our clients,” says Rob Rivenburgh, Global CEO of The Mars Agency. “But it’s always nice to earn some industry recognition as well. Congratulations to everyone involved in bringing these two outstanding programs to life, and thanks to Path to Purchase Institute for spotlighting the great work that’s taking place in our industry.”


Now in its second year, P2PI’s OmniShopper Awards celebrate innovative commerce marketing activations from brands, retailers, marketing agencies and consumer-facing solution providers that effectively drive engagement across the entire path to purchase.

This year’s winners were announced on Oct. 20 during a special ceremony at Path to Purchase Live in Chicago.


It’s the second straight year The Mars Agency has helped two clients earn OmniShopper Awards. During the program’s first year in 2021, Henkel’s “all Good” campaign at Walmart earned top honors in the Digital Media Activation category, while BlueTriton brand Sanpellegrino’s “Virtual Bartender’ effort at Sam’s Club was named best In-Store Digital Activation.


Winners of the OmniShopper Awards will be showcased in the November/December issue of Path to Purchase Institute magazine and on p2pi.com.

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The Mars Agency is an award-winning, independently owned, global commerce marketing practice. With talent around the world, they connect people, technology and intelligence to create demand and drive profitable, sustainable growth. Their latest MarTech platform, Marilyn®, enables marketers to make better decisions, create connected experiences and drive stronger results. Learn more at www.themarsagency.com and meetmarilyn.ai.

For more information, contact:

Sarah Jo Sautter

[email protected]

248.506.5829