You are here
SAN ANTONIO -- PMG, Inc. here, a national full-service Hispanic marketing agency, has won 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 Carteret, N.J.-based Pathmark, featuring all Liquid Laundry Detergent and Snuggle Fabric Softener. The Creative Choice Award honors the best advertising and merchandising efforts in the grocery industry.
PMG received the award yesterday at a ceremony held at Caesars Palace in Las Vegas, during the National Grocers Association Convention, which ends today.
The Recarga Tus Sentidos program was developed by Eric Sosa, account manager at PMG Retail and Entertainment, a division of PMG, Inc. The promotion consisted of turning a grocery cart into a "mobile washing machine" that could travel throughout the store to engage consumers and sell product at various high-traffic touchpoints. Bilingual, bicultural brand ambassadors gave out product information, samples, and premiums and offered shoppers the opportunity to play games to win prizes such as international phone cards and themed magnet picture frames.
The promotion, which generated double-digit sales increases and increased basket ring for the retailer, ran in Pathmark stores in Hispanic communities in New York, New Jersey, and Pennsylvania in August and September 2006.
In 2006 PMG won a PRO Award for Best Retail/Co-Marketing Campaign for its work on Unilever's 2005 Hispanic laundry multibrand retail program.