FMCG brands take top retail marketing gongs.
FMCG brands proved they are on top of their game at Shop! ANZ 2020 Retail Marketing Awards held on March 25, dominating the pool of Award winners.
In a year punctuated by the Covid-19 pandemic and ongoing business and retail challenges, FMCG marketing campaigns took pride of place at the Shop! ANZ 2020, showcasing the ingenuity and success of the Australian and New Zealand retail marketing industry.
Taking out the Award for Best Display overall was Allen’s Modular Snakes Unit by Indica Worldwide and id8 Studio for Nestlé, which took the simple idea of the Allen’s Snakes character to the next level to create a versatile and fun point of sale display that stands out in stores.
The Mix Agency took home a total of five Awards on the night for its work with Ferrero Australia, three of these jointly with Opal Specialty Packaging.
The most contested category in 2020 was Grocery Store (Food), Temporary, and was won by The Mix Agency and Opal Specialty Packaging for their Ferrero Australia Nutella x SMEG Winter campaign, which recreated a larger than life Smeg toaster. Silver was won by Opal Specialty Packaging and The Mix Agency for the Ferrero Rocher Unwrap Christmas display, while Bronze went to Tag with TMS for Mondelez’s Cadbury Easter House.
When it came to Grocery (Food) Permanent Display, Allen’s Modular Snake Unit by Indicia Worldwide and id8Studio took home Gold, followed by Organic & Raw Trading Co’s MOJO Gut Shot Trays with Silver and HH Global’s Extra Expandable Gum Display for Mars Wrigley.
In the Health & Beauty categories, for Temporary, Gold was awarded to Spark & Ainbow for Nude by Nature Little Wonders, Silver to POP This for Nude by Nature’s Satin Liquid Lips FSDU, and Bronze to ABBE Corrugated for the Australis Mini Mania Display.
For Health & Beauty, Permanent, POP This’ Revlon Carousel & Virtual Mirror won Gold, Point Retail’s Australis Big W Cosmetics Destination got Silver for Heritage Brands, and BRANDED won Bronze for Church & Dwight Australia.
Petrol, Convenience & Route was won by the Red Bull & Boo Group for the Red Bull Music Hotel, Silver to Chupa Chups Novely Totem by ID POP for Stuart Alexander & Co & Perfetti Van Melle and Bronze to Make Lunch Simple & Different for George Weston Food’s Tip Top brand.
IVE Group excelled in Category Management, winning both Silver and Bronze for the Gtrack Adaptive Health & Beauty System for Woolworths and Sensodyne Oral Care Gondola End for GlaxoSmith Kline respectively.
More than ever, Environmentally sound displays were top of mind for brands and retailers, particularly in the FMCG space. Chep took top honors in Environmental Stewardship for its 1/6th Pallet with Nestle Australia, while the Billy & Margot Petbarn Pallet Display by IVE Group for Real Pet Food came in second and ABBE Corrugated and Indicia Worldwide’s Milky Bar Whirl Dress Up Kit for Nestle won Bronze.
Despite the setbacks of 2020, Shop! ANZ General Manager, Carla Bridge, said the standard and quality of entries to the Awards only increased.
“Australian and New Zealand retail marketers appear to have used the challenges of the past 12 months as fuel to work harder and smarter, producing some of the best work we’ve seen for years,” Ms Bridge said.
“This year’s winners combined ingenuity, design flair and solid insights to win the hearts, minds and wallets of shoppers in what has inarguably been the toughest environment in living memory.
“These Awards are an incredibly special one for the Shop! Awards Program, having introduced a brand new trophy in the ‘Point’, taking over from the Cigar Shop Indian that has served as the symbol of retail marketing excellence for the past 21 Awards programs.”
Three new categories were also launched for the 2020 Awards – the Centrum Printing Produced in ANZ Award aims to foster local home grown design and manufacture; and in acknowledgement of the upheaval caused by the Covid-19 pandemic – the Covid-Safe Retail Continuity Product and Campaign Response to a Covid-19 Changing Customer categories.
XPO Brands earned the Gold for Campaign Response to a Covid-19 Changing Customer; Red Bull and Boo Group, Silver, for Red Bull Music Hotel.
Ms Bridge congratulated all winners of the 2020 Awards. “Last night’s winners are a true testament to the strength and success of retail marketing in Australia and New Zealand and prove that the sector is a robust and indispensable element in the retail mix,” she said.
To view the 2020 Shop! Marketing at Retail Awards entries, visit shopassociation.org.au.
