Mondelēz International

Stephen McGowan, Head of Shopper Marketing and Scale Partnerships
Heather Johnson, Customer Business Manager, 7-Eleven
Tracey Brown, Customer Category Manager
Madeline Vincent, Brand Manager Equity Global OREO
PHIL NICHOLSON, National Account Manager, North America Channels

Phoenix Creative Co. *Lead Agency

7-Eleven, Inc.

ANDREW LEE, 7-Eleven Sr. Category Manager, Confections
ASHLEY BORDEN, 7-Eleven Sr. Product Director, Center of Store
SHAWN BARNES, 7-Eleven, Sr. Category Manager, Hot Beverage
TERRELL SMITH, 7-Eleven, Category Manager, Fresh Food
JACK STOUT, SVP of Merchandising, Marketing & Demand Chain

Our challenge was to drive cookie category growth at 7-Eleven to surprise and delight OREO shoppers at 7-Eleven with a unique,category-crossing event featuring a new, exclusive OREO hot beverage offering. The program incorporated an unprecedented four categories in-store, all cross-promoting excitement around and driving attention back to the hot beverage product. Pre-shop support reached Millennial shoppers with relevant influencers, gamification, and social formats, all of which drove trial. The unified onsite and digital efforts produced increased sales and benchmark-breaking digital reach.