Effie Case Study: How VML and Oreo Reversed a Downward Sales Trajectory—and Then Some

Last spring, shoppers in Albertsons grocery stores were increasingly sticking to the store's perimeter--a trend that meant many people were skipping the sweets in the center aisles in favor of bakery items that sit closer to the outside walls of the building. That was bad news for the packaged cookie category, especially for the category's...