Unilever submitted one of 16 case studies from GMA member companies that defined category excellence and innovation. Unilever exhibited collaborative success with retail partner Ahold Stop & Shop, and ultimately drove center store sales by increasing conversion from food to health and beauty care. Unilever executed its program with a three-pronged approach that used co-marketing promotions to incent consumers to make a large shopping trip; in-store “programming” to increase purchases by shoppers across categories; and simplified and enhanced low-traffic aisles to ease the shopping experience.

“The grocery industry faces a common challenge, which is the need to drive growth in the center of the store,” observed Lisa Klauser, vice president of brand building and marketing excellence for Unilever. “By really understanding shopper needs and behaviors, we were able to create a solution together with Ahold.”

Klauser continued, “Ahold’s business need was to bring shoppers into the store and increase the number of categories purchased during those trips, while Unilever’s business need was to drive category growth through their brands such as Dove, Axe, Hellmann’s and Ragu. The end results were sales and profit for both Unilever and Ahold, increased purchasing across categories and elevated brand awareness.”

Leading the selection process, AMC member Peter Brandt, SAP Americas vice president of consumer products/life sciences and PTG industry solution market, remarked, “This is the fourth year that I’ve been privileged to help judge the award submissions and I am consistently impressed with the caliber of execution. Unilever reported outstanding results this year with shopper trips to the store up by 90 percent, multiple category purchases up by 80 percent, sales per trip increasing by 25 percent and total store sales up by 138 percent. Finally, both companies recognized positive brand awareness among shoppers.”

“I would like to thank all of the 2007 CPG Award participants,” said Stephen Sibert, GMA senior vice president of industry affairs. “This competition allows us to point to the innovation and stellar management in our industry. It is a reminder that the creative companies we represent are at the forefront for new ideas. As with every year, I know the AMC had a difficult time selecting just one award winner.”

The Grocery Manufacturers Association (GMA) represents the world’s leading food, beverage and consumer products companies. The Association promotes sound public policy, champions initiatives that increase productivity and growth and helps to protect the safety and security of the food supply through scientific excellence. The GMA board of directors is comprised of chief executive officers from the Association’s member companies. The $2.1 trillion food, beverage and consumer packaged goods industry employs 14 million workers, and contributes over $1 trillion in added value to the nation’s economy. For more information, visit the GMA Web site at www.gmabrands.com.

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