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Driving Out of This World Omnichannel Success

How The Mars Agency Amplified Retail Growth for Mars Wrigley at Target

Thursday, November 2, 2023, 10:15 AM - 10:35 AM

CPG brands have long benefited from partnering with Target for retail success which has only been enhanced through Roundel, the retailer’s growing retail media network. The opportunities they generate to reach shoppers in new and unique ways through the purchase journey helps brands like Mars Wrigley jump off the shelves and into carts. Mars Wrigley and Target have developed a truly collaborative marketing partnership, proven by several profitable omnichannel campaigns and recognition as the retailer’s enterprise “Vendor of the Year” for 2022.

Standing out among those efforts was a unique and exclusive Halloween campaign that contributed to a record-breaking sales season for the confections category at Target. Join leaders from The Mars Agency and Mars Wrigley as they share how they leveraged the retailer’s full-funnel ecosystem to develop omnichannel shopper campaigns and how the teams co-created from concept to activation to unlock value-adds and incremental opportunities. Discover the tactical methods they utilized to build connectivity across Target’s merchants, marketers, Roundel and their own internal constituents for award-winning growth.

Emily Baynard Lisa Fischbach