About the Role
Preserving savings like preserving food: Ziploc gives expired coupons a second lifeClient Ziploc Office New YorkA commerce experience from VML and Ziploc that enables shoppers to scan expired coupons and get extended offers on food purchases in return.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. Challenge 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. Inspiration 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. Idea 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. Growth 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.At a Glance+61%Share of VoiceAt a Glance5%Sales LiftAt a Glance+49%Redemption RatePlease provide your contact information to continue.Awards2025 Cannes Lions2025 Cannes Lions Creative Commerce Grand Prix 2025 Cannes Lions2025 Cannes Lions Direct Gold Lion 2025 Cannes Lions2025 Cannes Lions Direct Silver Lion 2025 Cannes Lions2025 Cannes Lions Media Silver Lion 2025 Cannes Lions2025 Cannes Lions Creative B2B Bronze Lion 2025 Cannes Lions2025 Cannes Lions Direct Bronze Lion 2025 The Drum2025 The Drum Digital Experience Gold 2025 London International Awards2025 London International Awards Digital Gold 2025 London International Awards2025 London International Awards Creative Use of Data Silver 2025 London International Awards2025 London International Awards Direct Bronze 2025 London International Awards2025 London International Awards Evolution Bronze 2025 AME Awards2025 AME Awards Best Use of Discipline Silver 2025 AME Awards2025 AME Awards Best Use of Discipline Bronze Related ContentWhat We DoCommerce The connective force that powers marketing, media, and brand strategy in today’s complex omnichannel ecosystem. Find out more Hellmann's Ketchup Currency Turn unwanted ketchup packets into coupon cash for Hellmann's Mayo Read Case Study