Retailers that broke through the noise in February didn't necessarily spend the most, they just understood the moment better than their competitors.

Here are the three winners from this month’s Unofficial Monthly Retailer Awards, according to a recent episode of “Reimagining Retail.”

"Most Impactful Campaign:" CeraVe partners with Kevin Durant

CeraVe won for turning a social media troll into a brand campaign by partnering with NBA star Kevin Durant as "The New Face of Legs."

“I think anybody that has followed the NBA for a long time knows that [Durant] hasn't been afraid to sort of mix it up with the people who comment on his tweets,” said our analyst Blake Droesch.

• When trolls called out the basketball player for having dry legs, CeraVe saw an opportunity to reach an under-penetrated audience: Young men who aren't typically first-time skincare buyers.
• The campaign featured fake paparazzi photos of Durant applying moisturizer in the locker room, leaning into the authentic nature of the original social media moment.

This positions CeraVe in consumers' minds for future purchase occasions, even if it doesn't drive immediate sales.

"It's not just about driving sales... I see this more as a brand awareness campaign, where you're introducing a brand to potentially, again, an audience that doesn't have a lot of brand recognition in the skincare space," said Droesch.

The runner-up was Chipotle's Super Bowl strategy, which skipped traditional advertising in favor of a social-first activation called "The Chipotle Realist 30." The brand dropped a halftime Instagram Reel tied to a text-to-claim offer giving away 100,000 free entrees.

"Best in Real-Life Initiative:" Nike's Jordan brand at NBA All-Star Weekend

Jordan Brand won for creating an immersive presence during NBA's All-Star Weekend that extended far beyond product drops.

• The brand showed up with pop-ups, sneaker launches, and community-driven events across multiple locations.
• Interactive installations featured athlete appearances and storytelling celebrating the brand's legacy.
• Jordan Brand even hosted a vintage swap meet where consumers could sell old gear.

The activations extended across different retail banners including Foot Locker and Levi's, creating multiple touchpoints throughout the weekend.

"When brands tap into these cultural moments, and they make them tangible and you can feel them and you can experience them, they don't just drive sales but they drive memories," our analyst Becky Schilling said. The multi-location strategy demonstrated how brands can scale experiential retail beyond a single activation.

Other nominees included Walmart's sushi bar experiment in a new Florida Super Center, targeting higher-income grocery shoppers with premium offerings; and Anta's first US flagship store opening in Beverly Hills, positioning the Chinese sportswear brand as a premium player rather than a value option.

"Greatest Under-the-Radar Move:" HEB's tortilla-focused Super Bowl ad

Texas-based grocer HEB won for finally marketing what customers already loved: Its fresh in-store tortillas.

• The regional grocer created a commercial showing a baby growing up with various foods, always wanting the tortilla.
• The ad aired regionally during the Super Bowl and resonated because it tapped into existing customer behavior that the brand had never formally marketed.

"They are so well-known for their tortillas. They make them fresh in store. They have never really leaned into the marketing aspect of what everyone talks about when you go in the store," Schilling said.

The campaign succeeded by understanding the assignment around Super Bowl advertising, creating engaging, story-driven content that people can relate to regardless of whether they're parents. The fact that the ad didn't leak before the Super Bowl added to its impact, demonstrating how regional retailers can compete with national brands through authentic storytelling about their core strengths.

The other nominees included Kroger naming former Walmart US CEO Greg Foran as its new CEO, a signal that the grocer is refocusing on execution and e-commerce infrastructure; and Amazon's continued experimentation with physical retail formats, including plans for a superstore in Illinois.

Listen to the full episode

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.

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