Shopper/Retail Archives - Chief Marketer

Sampling Grows Retail Sales at Awake Chocolate

CEO and co-founder at caffeinated chocolate brand Awake shares how the brand changed marketing tactics once it focused growing sales in retail stores.

Shopper/Retail

Duluth Trading Launches Cheeky Underwear Marketing Campaign

Workwear apparel retailer Duluth Trading doubles its ROAS in the lower funnel with humorous campaign.

Possible 2026

Pepsi CMO Takes ‘Omni-First’ Mindset for Prebiotic Cola Launch

Mark Kirkham, CMO at PepsiCo Beverages U.S., details why brands need to have an omnichannel-first mindset for marketing and product launches.

Possible 2026

Backstage With Chief Marketer: White Castle CMO Jamie Richardson at POSSIBLE 2026

At POSSIBLE 2026, Chief Marketer sat down with White Castle CMO Jamie Richardson to discuss the brand’s innovative marketing messages, loyalty programs, new company developments and leadership advice.

Top Women Network

Ahead of the World Cup, Hisense CMO Leans into Hosting Message, Not Just Sports

Large TV manufacturer Hisense is the FIFA World Cup Sponsor, but would prefer if shoppers stayed home and hosted a watch party on their big screens. CMO Sarah Larsen shares more in this Q&A.

Shopper/Retail

Liquid Death CEO on Building a Provocative Brand, Small Marketing Budgets and Super Bowl Ads

Liquid Death CEO Mike Cessario shares how taking risks and keeping marketing costs low can yield big results.

Campaigns

Grubhub Surrounds Tax Day With $100K in Credits for Delivery App Fees

The food delivery app channeled the anxiety of tax season to give diners money back for their takeout habit.

Shopper/Retail

Advil Says Toss Expired Bottles, Buy New in Awareness and Purchasing Campaign

Advil mobilizes lapsed buyers with accumulated pills with a coupon if they prove they have expired Advil bottles.

Shopper/Retail

TV Marketing Matters for Branding Boost at Batteries Plus

The retail chain of all things batteries is switching its TV buying strategy to target specific audiences on cable TV in a cost-savings move, the VP of Marketing said.

Shopper/Retail

Edible Arrangements Entices Early Mother’s Day Buying to Ease Operational Bottlenecks

Chief Digital Officer Erica Randerson discusses the gifting brand’s refreshed app, using purchase data in marketing, AI investments and value shoppers.