Wednesday, April 24, 2024

Best FMCG marketing campaigns crowned

Mondelēz Australia and George Weston Foods were among the top winners at POPAI’s prestigious 2017 POPAI Marketing at Retail Awards in Sydney last week, with a host of grocery, convenience and liquor brands taking the major prizes.

Mondelēz Australia took home gold for its holographic box display by Total Marketing Support in the Grocery Temporary Display category, while Tip Top’s Sandwich Thins Launch by id8 Studio for George Weston Foods was Grocery’s top-performing Permanent Display.

Other winners in the competitive grocery space were Oral B, with displays by Williams Lea Tag; Ferrero’s Kinder Surprise by Ororoa Specialty Packaging; and Styleprint’s Fresh Asparagus Display Unit.

In the Petrol, Convenience and Route space, 7-Eleven dominated with campaigns by Active for Krispy Kreme, with Nutella and Slurpee Bring Your Own Cup Day winning gold and silver, respectively. V Energy Drink’s Limited Edition ‘Bling’ POS by Saltmine Design for Frucor Suntory and a Telstra POS by ID POP won bronze in the Temporary and Permanent Display categories.

In addition to the strong presence of FMCG brands at the awards, liquor also performed well. The agency What To Do picked up two golds for Campari’s Aperol and Baron Samedi Temporary and Permanent Displays, while Bluestar Display’s work for Brown Forman shone through with bronze-winning campaigns in BWS for its JD D150 Anniversary Dartboard Display and Bar Fridge Win Instore promotion.

Red Rock Deli was rewarded with a bronze for Creative Instore Solution’s premium snacking counter unit for The Smiths Snackfood Company in the Liquor Permanent Display category.

Health and Beauty winners included Coty Australia for its Rimmel Volume Shake Mascara by Store Display Global; Revlon with an American Crew Barbershop Unit by Pop This Pop That; and Panadol Optizorb by Bluestar for GlaxoSmithKline.

The yearly POPAI Marketing at Retail Awards recognise and reward best practice, innovation and excellence in retail and shopper marketing across Australia and New Zealand. Now in their 19th year, the awards span 26 categories, covering physical display (both permanent and temporary) and shopper experience.

POPAI ANZ General Manager Carla Bridge says the 2017 awards maintained the record for the highest number of entries at 157, with a record number of 1,000 votes coming on for the People’s Choice Award.

“Grocery are the POPAI Awards’ most tightly contested categories each year, and 2017 was no different, attracting the largest number of entries from around the country,” she said.

“It’s fantastic to see innovative FMCG marketing campaigns coming to the fore in a market that has seen margins tumble, which in some cases has led to smaller marketing budgets. The FMCG and grocery sectors of retail marketing are perhaps the most difficult of all, with retail marketeers having to adhere to much stricter instore guidelines than other parts of retail.”

Myer’s Wonderland by IdeaWorks and Active won the Tom Harris 2017 Marketing at Retail (Best in Show) prize, as well as Best Permanent Display, Best Design & Innovation and People’s Choice.

Best Shopper Experience went to Supercheap Auto’s Scan & Discover Kiosk by Selmor Displays and Lateral Systems; and Best Temporary Display was won by The Walt Disney Company’s Incredibly Magical Personalisation Station by Active.

Click here to view the POPAI 2017 Marketing at Retail Awards entries and images.


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