News Navigation

FCB/RED Wins Gold Shopper Marketing Effie

Press Release - Chicago, 17 April 2015

Chicago, April 17, 2015 – Effie Worldwide, in partnership with the Path to Purchase Institute, awarded FCB/RED with a Gold Effie in Shopper Marketing for its campaign launching Big Heart Pet Brand’s Milk-Bone Brushing Chews during the Path-to-Purchase Institute’s Shopper Marketing Summit on March 17 in Schaumburg, IL.

Selected by a jury of marketing leaders, the prestigious Effie awards recognize the “most effective integrated campaigns designed to engaged the shopper and guide his or her purchase process.”

The Milk-Bone Brushing Chews shopper marketing launch was rooted in the insight that brushing a dog’s teeth is hard and unpleasant for both the dog and dog parent. Leading with Milk-Bone’s uncompromising taste, followed by a benefit message that leveraged a recognizable human analog (the toothbrush), the shopper marketing campaign showed shoppers just how easy the task could be. The campaign, “Tastes like a treat, cleans like a toothbrush” delivered compelling communication in programming that was customized to the specific mindsets and behaviors of pet parent shoppers of each key retailer, including Walmart, Target, Kroger and beyond. Shoppers (and their dogs) ate up the idea – proven by its trial rate and retail sales numbers.

“Winning a Gold Effie is fantastic recognition of best-in-class shopper marketing behind the launch of a great product, Milk-Bone Brushing Chews, said David Knoepfle, Director of Shopper Marketing at Big Heart Pet Brands. “Milk-Bone Brushing Chews was one of Big Heart Pet Brands’ most innovative and important product launches, and the outstanding partnership and collaboration between FCB (RED) and Big Heart Pet Brands drove a shopper marketing program that exceeded the high bar for this launch.”

Tina Manikas, president of FCB/RED said, “This win confirms our position as the premier shopper-first brand agency that shoppers at every point. We are honored that the Effie organization and the jury recognize our ability to change shopper behaviors through innovative campaigns that deliver for our clients.”

After two rounds of judging, those selected as winners “represent cases that best demonstrated how they effectively solved a shopper marketing challenge, connected with their shoppers, influenced them along the path to purchase, and inspired them to become a buyer.” FCB/RED’s Milk-Bone Brushing Chews campaign was one of only four gold awards during the show.
FCB/RED is the global, shopper-first brand agency of FCB. “RED” stands for our core expertise in Retail, Engagement and Digital. Top-ranked, approaching 40 years of award-winning shopper marketing, branded experience, digital, activation and relationship-marketing success, we operate globally with specialists and integrated communications experts in 80+ markets, across all channels. Learn more at www.FCBRED.COM and follow us on social media (Twitter/Instagram: @FCB_RED).
About FCB
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company focused on changing consumer behavior for the benefit of clients, colleagues and communities. With more than 8,000 people from 120 offices in 80 countries, the network brings strong understanding of local markets and cultures while continuing a heritage of creativity and success dating from 1873. Learn more at or on social media (Twitter/Instagram: @FCBglobal, Facebook/LinkedIn: FCB Global). FCB is part of the Interpublic Group of Companies (NYSE: IPG).