Crossmark Helps J. Brown Earn MAA Awards

DALLAS The Marketing Agencies Association has presented two silver Globes Awards to the J. Brown Agency with for its work on behalf of Slim-Fast, the shop said.

The Stamford, Conn.-based agency was honored in the best activity generating brand loyalty and best retail, account specific or channel marketing activity categories for its marketing campaign “The Slim-Fast Challenge.”

Launched last January, the promotion invited shoppers at 3,500 nationwide Wal-Mart and Sam’s Club stores to take the Slim-Fast challenge to lose weight and get healthy. At participating stores, more than 300,000 people registered for the program, were educated about Slim-Fast’s products and given personal success kits to track their progress over a 12-week period.

Results of “The Slim-Fast Challenge” included a 22 percent increase in same-store sales and a 2:1 short-term return on marketing investment. In addition, over 98 percent of all Wal-Mart and Sam’s Club stores ran the promotion—a 38 percent increase over the industry standard, the shop said.

Slim-Fast’s branding agency at the time of the promotion was New York’s Grey. J. Brown is a joint venture of Grey Global Group and Crossmark sales agencies. Crossmark’s Dallas office handled much of the promotion’s in-store compliance, which included delivery and set up of all materials at the 3,500 locations.

“We are extremely pleased to be recognized for our work on behalf of Slim-Fast,” said J. Brown CEO Tim Dorgan. “This campaign underscores our ability to use insights into shopper behavior to drive sales at retail’s point of decision.”

The MAA’s Globes Awards honor outstanding promotion, event, entertainment, sports and direct marketing campaigns. This year’s entries included 333 campaigns from 26 countries.