Advertiser: The Coca-Cola Company and Mondelez International
Lead agency: Melt ATL
Effie awards category context
The Taste of the Tournament campaign was a best-in-class marketing program that united Kroger, Reese's, Nabisco and Coca-Cola to create food and beverage solutions for shoppers during the 2017 NCAA Basketball Tournament, often referred to as March Madness. During March, shoppers were searching for foods and beverages to enjoy while watching basketball games, and the campaign met them all along the path to purchase, offering food and beverage pairings and easy-to-prepare recipes. Ultimately, the campaign drove awareness and engagement, and increased sales, households, units, visits and more, creating value for the brands involved, for Kroger and for shoppers.