PMG wins National Grocers Association Creative Choice Award.
January 5, 2007
PMG, Inc. has been awarded the National Grocers Association Creative Choice Award in the General Merchandise and Health and Beauty category for its work on Unilever’s 2006 Recarga Tus Sentidos (Load up Your Senses) Hispanic mobile marketing program for Pathmark featuring all® Liquid Laundry Detergent and Snuggle® Fabric Softener. With hundreds of entries submitted from across the U.S., the Creative Choice Award honors and recognizes the best advertising and merchandising efforts in the grocery industry.
“We are delighted to have received another award for our Unilever Hispanic laundry multi-brand retail program,” said Kim Hsieh, SVP and firm partner. “We look forward to developing many more successful campaigns in 2007.”
In 2006, PMG won a PRO Award for Best Retail/Co-Marketing Campaign for its work on Unilever’s 2005 Hispanic laundry multi-brand retail program. That program also went on to become the only U.S. finalist in the retail category for the prestigious international Globes Awards.
The innovative winning entry, Recarga Tus Sentidos (Load Up Your Senses) Hispanic mobile marketing program, was developed by Eric Sosa, Account Manager at PMG Retail and Entertainment, a division of PMG, Inc. The promotion consisted of transforming a grocery cart into a “mobile washing machine” that could travel throughout the store and engage consumers and sell product at various high-traffic touch points. Bilingual, bicultural brand ambassadors distributed product information, samples and premiums and offered consumers the opportunity to play games to win prizes like international phone cards and themed magnet picture frames.
The unique mobile capability of the unit helped break through the clutter and create a point of difference for the brands generating double digit sales increases, enhanced the shopping experience for the Hispanic consumer and increased basket ring for the retailer. The successful campaign was run in top Hispanic Pathmark stores in New York, New Jersey and Pennsylvania in August and September 2006.
