Mars – Show me the case

Campaign Diaries

UAE

Mars and Choithrams lets Gen Z take the reigns with It’s MY Z-Store

Brand: Mars

Campaign: It’s MY Z-Store

Source: https://campaignme.com/mars-and-choithrams-lets-gen-z-take-the-reigns-with-its-my-z-store/

Goal: Engage Gen Z in rethinking grocery retail

Media: LinkedIn, Instagram, internal communications, retail screens, direct outreach to universities

Summary: Mars Gulf and Choithrams launched a campaign called 'It’s MY Z-Store', allowing UAE-based Gen Z individuals aged 18-24 to design a grocery shopping experience tailored to their needs. Participants worked in teams to create concepts focusing on aspects like store layout and sustainability, gaining real-world experience with mentoring from industry leaders. The campaign utilized a digital-first approach, leveraging social media and community engagement to reach young consumers.

Campaign Diaries

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Global

Why building a legacy matters more than winning a medal

Brand: Mars

Campaign: Protect the Peanut

Source: https://campaignme.com/creative-citizenship/

Goal: To tackle climate change threats to peanut farming

Claim: Strengthening the entire ecosystem through shared knowledge

Summary: The article discusses the importance of legacy over winning in the context of creativity and collaboration. It highlights Mars' 'Protect the Peanut' initiative, which aims to combat climate change by using AI to create resilient peanut varieties and openly sharing this knowledge with farmers and competitors. This approach emphasizes integrity, generosity, and bravery, and suggests that strong leaders enhance their industries rather than just competing within them.

Campaign Diaries

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