Welcome to the Shopper Bowl
Michelob Ultra, Instacart, and a slew of celebrities are combining for Anheuser-Busch InBev’s first shoppable commercials for the Super Bowl sponsorship. Viewers scan QR codes in the Caddyshack-themed ads to land at the brand’s Instacart page, where they’ll also find Frito-Lay snack pairing suggestions. It’s the next tech-driven collaboration between the brands, who previously have run email and programmatic campaigns.
Shelf labels are going digital
Retailers like Schnucks, Kroger, Hy-Vee, and more are converting traditional shelf hang tags into electronic shelf labels (ESLs), providing increased pricing and promotion flexibility, more in-store data — and relief for associates freed from the tiresome task of continually hanging thousands of labels throughout the store. With technology prices dropping and labor costs rising, use of ESLs is expected to expand rapidly.
When streaming met Wendy’s
Wendy’s is working with Roku for its first-ever interactive ads that provide a shoppable experience on the platform. Streamers can click the home screen banners to order while DoorDash handles the deliveries. Viewers will also receive exclusive offers and discounts from Wendy’s as well as a trial membership to DoorDash’s free delivery service. Mobile ordering continues to grow, and this partnership leverages the trend.