2018 Shopper Marketing Summit, March 12 - 14, 2018

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The Art of Boo’ing: Commercializing a Cultural Trend for the Masses

Date and Time: 
Tuesday, March 28, 2017 - 3:15pm to 4:15pm
Retail Activation
Matt Silvestri
Allisha Watkins

For confections, Halloween is the biggest time of the year. And while merchandising begins in mid-September, 87% of shoppers buy candy only a few days before Halloween. This shopper behavior significantly limits sales potential. In 2015, through a joint Halloween marketing effort, Mars Chocolate and Wrigley built momentum for September candy sales at Walmart by inspiring shoppers to purchase Halloween candy early and often. The team uncovered a trend still in its infancy called “BOO’ING” – the act of secretly leaving custom-created gift bags of Halloween treats on a neighbor’s doorstep. The Boo’ing idea was a perfect fit for both Mars/Wrigley and Walmart’s core shoppers. The campaign drove candy sales by taking a burgeoning trend and commercializing it for the masses. “Let the Boo’ing Begin” became a monstrously successful integrated program that drove candy sales and engagement on and offline, and led to record breaking sales at Walmart. Attendees will:

  • Learn how to create an authentic seasonal program that cuts through the usual in-store noise and provides a true solution and inspiration to shoppers.
  • Discover how to build a trend through the power of the world’s largest retailer and largest candy manufacturer.
  • Learn how to partner with retailers to create repeatable events for key seasons that deliver solutions for shoppers and sales for retailers.

Speaking at this Session

Matt Silvestri

Account Director
The Integer Group

Matt Silvestri is an account director for The Integer Group focusing specifically on Walmart and Sam’s Club. He is responsible for delivering insight-based shopper programs and solutions specific to both Walmart and Sam’s Club, as well as operating as a Walmart resource across the agency network. Over the past decade, Silvestri has worked in the Bentonville area with clients including Kellogg’s, MillerCoors, Wrigley, Smuckers and Sony Pictures Home Entertainment to develop shopper marketing programming.

Allisha Watkins

Shopper Marketing Team Lead
Mars Chocolate

Allisha Watkins brings 13 years of marketing, shopper insights, strategic planning and project management experience to Mars Chocolate. She works cross-functionally with key customers and internal stakeholders to develop insights-based innovative platforms to align with overall business objectives. Through strategic collaborative partnership, she delivers best-in-class solutions for shoppers — truly bringing the voice of the customer to life within all touch points along the path to purchase.