Ziploc has always been about preserving what matters—whether it’s keeping food fresh or helping households stretch their budgets. But what happens when something else expires, like food promos? For shoppers that add Ziploc products to their cart, we saw an opportunity to give expired coupons a second life, creating a clever commerce experience that benefits both consumers and retailers, turning a common source of disappointment into a meaningful solution that drives both savings and brand loyalty.
Preserved Promos
Preserving savings like preserving food: Ziploc gives expired coupons a second life
Client
- Ziploc
Bureau
- New York
A commerce experience from VML and Ziploc that enables shoppers to scan expired coupons and get extended offers on food purchases in return.
Consumers often lose out on valuable savings when food coupons expire, leading to frustration and missed opportunities. Recognizing this pain point, Ziploc set out to transform expired promotions into renewed value for its customers. The goal was to create a seamless and engaging experience that not only encouraged consumers to redeem expired coupons but also showcased the unique benefits of Ziploc products in preserving food. By addressing this challenge, Ziploc aimed to turn a common source of disappointment into a meaningful solution that drives both savings and brand loyalty.
We all love food, but if we don’t eat it in time, it expires – unless we use Ziploc, of course, and redeeming coupons before they expire on food we need is no different.
The idea was simple yet innovative: allow shoppers to upload a photo or screenshot of an expired food promo and receive an extended offer on their next food purchase. The catch? To unlock the deal, they had to include Ziploc products in their cart. This approach not only revived expired promos but also highlighted Ziploc’s role in helping families make the most of their groceries.
Executed through a mobile-first design, the process was seamless and user-friendly. Consumers could quickly upload their expired coupon, and the system would automatically validate the offer and apply a discount at checkout when Ziploc products were added. This frictionless experience made saving money easier than ever while reinforcing Ziploc’s value in everyday life.
The results for the campaign speak for themselves. More than 80 retail partners, representing over 65,000 physical stores, benefited from retaining customers who might have otherwise walked away due to expired coupons. Meanwhile, shoppers enjoyed renewed savings on the products they needed most, strengthening their loyalty to both Ziploc and participating retailers.
The "Preserved Promos" campaign delivered impressive results:
- +61% Share of Voice: Significantly increased Ziploc's presence in the market conversation.
- 5% Sales Lift: Drove a measurable increase in sales, demonstrating the effectiveness of the campaign.
- +14% New Buyers: Attracted a significant number of new customers to the Ziploc brand.
- +49% Redemption Rate: A high redemption rate indicates strong consumer engagement and value perception.
- Enabled 80+ retail partners, spanning 65,000+ stores, to retain customers by rescuing expiring coupons and turning them into renewed savings opportunities.
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Récompenses
2025 Cannes Lions
Creative Commerce
Grand Prix
2025 Cannes Lions
Direct
Gold Lion
2025 Cannes Lions
Direct
Silver Lion
2025 Cannes Lions
Media
Silver Lion
2025 Cannes Lions
Creative B2B
Bronze Lion
2025 Cannes Lions
Direct
Bronze Lion
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