MilkPEP and GALE have received a 2022 OmniShopper Award in the In-Store Marketing: Digital Activation category for its ‘Make the Trade’ campaign. With the goal of increasing milk sales and modernizing the brand perception of milk as a performance beverage, the campaign consisted of a partnership with NFL players and sports card manufacturer Panini to create a unique NFT card collection.

Consumers were given a chance to win the NFTs by targeting shoppers across the path to purchase via on-pack milk labels, in-store shelf signage, eCommerce sites, mobile push, digital add-to-list apps, shopper-rich mobile, digital native display, and organic and paid social media. This campaign marks the first time that the dairy category was represented on a digital blockchain.

Link to the winners can be found here.