Oreo Cookies, Chips Ahoy! Cookies, Ritz Crackers, Belvita Breakfast Biscuits: Hy-Vee Hometown Olympian

Mondelez International partnered with supermarket chain Hy-Vee and grew biscuit sales, basket size and household penetration in the US, with a 360-degree programme starring Olympic athlete Karissa Schweizer.

Campaign details

Brand: MondelezBrand owner: Mondelez InternationalEntrant company: Phoenix Creative Co. - USAIdea creation: Phoenix Creative Co. St LouisMarket: North AmericaSector: FoodMedia channels: Point-of-purchase, in-store, Social media, Competitions & contestsBudget: Up to 500k

Executive summary

The Hy-Vee Hometown Olympian program was crafted to resonate specifically with Hy-Vee’s customers by featuring regional hometown hero Karissa Schweizer to capture the ‘carts and minds’ of its Midwestern shoppers – shoppers who are very proud of their local roots. The 360-degree program showcased Schweizer in social media, weekly ads,...

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