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POPAI Awards 2013: Grocery Food

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Entry Title: Uncle Toby's Train

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: Active-Adval

To support the launch of a range of new snacks from UNCLE TOBYS: PUFFS (3 skus), LE SNAK Flavours of the World (2 skus) and Oat Slice Choc. The objective was to create a display that brought all of UNCLE TOBYS products together creating a one-stop shop for nutritional lunch box snacks.Creative brief: To engage shoppers (parents) and consumers (kids) with an eye catching, fun display that engages through design rather than through the use of virtual media.

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Entry Title: Making Confectionary Fun!

Entry Category: 5 - Grocery - Food

Entry Division: Permanent

Entrant Company Name: Creative Instore Solutions

Since the launch of the M&M brand in 1941 by Mars it has strived to think outside the box, evidence by being the first candy in space in 1982. It was this drive for innovation that prompted retail objectives for Mars Confectionary to request a move away from the common “sterile” supermarket trend across the category. Mars had the opportunity to place M&M range units into IGA supermarkets as a permanent freestanding display. Mars wanted a free standing 360 degree display that held a range of key products as well as providing in-store theatre. Key requirements included the ability for consumers to be able to shop every side of the unit, which needed to be able to present, and to a certain degree associate brand positioning across multiple product offerings

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Entry Title: Red Bull - New Special Editions

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: icandy Creative

In August 2012, Red Bull Australia PTY Ltd announced the launch of the NEW RED BULL SPECIAL EDITIONS bringing consumers the same effect as Red Bull which vitalizes body and mind in three flavours. This was the first range of products from Red Bull since Sugarfree in 2003. Flavour Energy Drinks were fastest growing segment; +44.2% vs. 7.3 % in Australia* with a 13.8% value share**. *Source: Aztec MAT 17/06/12 Grocery & Convenience combined data**Source: Aztec YTD 17/06/12 Grocery & Convenience combined dataLaunch Objectives (1) maximise mass reach through a comprehensive online, sampling and out of home media campaign and (2) secure high impact and strong visibility display in-store ensuring the new products could be brought cold and had high availability for trial. The Off Premise P&C and Route Launch included specific executions with over 100,000 pieces of POS displayed from September 2012 through to the end of December 2012 developed to ensure category growth, consum

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Entry Title: Lifesavers Dumpbin

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: Megara Australia

Nestlé was aware of a competitor’s dump bin that was aesthetically pleasing, held a significant amount of stock and was easy to assemble. In response to this, Nestlé wanted a dump bin that would outperform its competitor’s. In order to gain maximum exposure and drive volume as part of re-launching Lifesavers for summer, Nestlé required a bin that both merchandiser and customer loved to use. This would mean they could get more bins to go into more locations. The aim was to: -Create a bin that was fast and easy to assemble. -Have a clear section at the top for product visibility. -Have an interchangeable graphic wrap to redress existing bins and for future promotions. -Make it as easy as possible for customers to shop from. -Hold a large amount of stock in a small footprint. -Flat pack for transportation, in small vehicles. -Designed to fit near registers in stores. -Recognisable by customers from a distance.

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Entry Title: Masterfoods qtr Pallet Herb & Spice Display

Entry Category: 5 - Grocery - Food

Entry Division: Permanent

Entrant Company Name: Retail Logic

Strategic objectives - drive breadth & depth of Distribution and Increased AWOP. Increase consumption through Herb & Spice flavour additions to top 10 main meals in home. Retail environment & Shopper impact targets – create mass presence in the retail environment aligning display to shopper missions outside of the aisle (align to Fresh Food). With retailer space being at a premium and no current permanent category display solution available out of aisle - an off location solution was required to maximise retail presence for self service / selection, direct Brand link back to Masterfoods Herb & Spice range. An integrated ATL campaign supporting the display sell in and linking to the increasing trend of Home style cooking through the medium of Masterchef Australia and menu cards designed to extend Herb & Spice repertoire in home cooking.

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Entry Title: Ferrero - Gold Pralines

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: Sainsbury POS Displays

Secondary Entrant Company Name: Ferrero

The Vision To become the most beloved brand in Premium Chocolate by creating the Golden Gift. Ferrero is a leader in the premium boxed chocolate category and certainly the most high profile. Christmas is the single largest activity of the year for Ferrero and the largest occasion in the retail trade. In a market marred by half price promotions with increasing frequency driving volume growth, it was essential for Ferrero to introduce new show-stopping Gold foil POS. Ferrero leveraged a premium image and achieved executional excellence with these impactful displays in retail. Build premium brand distinction whilst being commercially competitive in an increasingly commoditized marketplace The store environment was transformed into a golden magical world and conveyed an emotional connection with shoppers during Christmas.

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Entry Title: Leggos Cookbook Fast Italian 2013

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: Simplot Australia Pty Ltd

The tomato paste market is in decline. The Leggo’s marketing strategy was to focus on increasing Average Weight of Purchase (AWOP) by providing usage occasions and recipe inspiration. The key objectives were:•Create a non-price related promotional activity to boost base line sales•Encourage shoppers to buy more tomato paste with a gift with purchase (GWP) mechanic that inspires them to use the product more•Achieve high store compliance for the promotion and displays in Coles stores

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Entry Title: Greenseas Dump Bin Boat

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: Standout Marketing

Lent is a key selling period for canned tuna annually. During this time, the category is cluttered with various messages from canned tuna brands, all competing for the attention of the shopper. From previous seasons, we knew that off-location and visibility were vital to success during the Lent season. The opportunity to develop a unique off-location display unit that stood out from the crowd was identified. The objectives of the Greenseas Boat Dump Bin were: 1. Strong branding – without shouting at the shopper 2. Ability to hold a large stock weight 3. Unique design 4. Easy to execute 5. Structurally sound to last in store for 10 weeks 6. Develop a unit that was not limited to use during the Lent period

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Entry Title: Heinz Permanent Display Unit

Entry Category: 5 - Grocery - Food

Entry Division: Permanent

Entrant Company Name: Standout Marketing

Working across multiple categories (16+) means activation is a difficult game. We needed an off location solution that would allow us to save money vs. having to supply cardboard temporary floor stands that at best stay in store for weeks and at worst, are thrown in the crusher before they even hit the floor! The unit needed to be utilised for many brands and promotional groups, which meant design adaptability and multiple POS variations.1. Cost efficiency vs temporary floor stands2. Dynamic POS Interchange3. Versatile – Multi Category Use4. Unique design – differentiation to competitors5. Easy to build6. Structurally sound to last in store for 12 months PLUS

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Entry Title: Heinz Soup Pouch Bin

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: Standout Marketing

Launching a new pack format in a mature category is risky no matter how much research is conducted. The right POS and off location to support the consumer and shopper insight was critical to the products launch and ongoing success.1. Highlight new pack format – pouch2. Hero the product3. Strong branding – without shouting at the shopper4. Unique design 5. Easy to execute6. Structurally sound to last in store for 10 weeks

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Entry Title: Kinder - Madagaar 3 Half Pallet Display

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: STI Group

Kinder Surprise is the #1 kid’s confectionery SKU in Australia (AC Nielsen, Grocery, Value Sales, Singles, MAT to 09/06/2013). Kinder Surprise continues to evolve and drive excitement in the kid’s confectionery category through exciting license associations. Major Kinder Surprise property license released in line with Madagascar 3 - September 2012. Displays needed to encourage retailers to merchandise Kinder in off-location areas across the store and create a primary destination for Madagascar 3, as there was little on shelf space to capitalise on a movie launch. The objective was to drive an exciting and impactful in-store experience in grocery and mass channels. The POS devices needed to be modular using existing floor formats, allowing the displays to be an innovative way of creating off location displays. The objective of this approach was to drive more volume of Kinder Surprise while also having a theatrical circus themed graphics.

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Entry Title: Maggi Fusian Dump Bin

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: Visy Glama

• The launch of MAGGI FUSIAN in 2011 has successfully enticed mainstream shoppers back to the noodles category, attracting over 500K new households with >60% of sales being incremental to the category. • In 2013 the innovation pipeline has continued with the launch of MAGGI FUSIAN Pad Thai. • MAGGI FUSIAN Pad Thai is very different to other Asian noodles currently on supermarket shelves combining customizable elements such as authentic flat rice noodles and five flavour garnishes. • A new product concept such as MAGGI FUSIAN Pad Thai demanded innovative in store theatre that brought to life the taste adventure and flavour experiences that our youth target consumers seek from their food and excited mum during her shopping experience.• An innovative yet simple display unit was required to gain placement in prominent positions to enable sales forecasts to be achieved.

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Entry Title: Eclipse Chewy Mints Motion Tower

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: Visy Glama

Prior to the Launch of ECLIPSE Chewy Mints in 2012 the Chewy mint segment (inclusive of Mentos Fruit) was worth approximately $41M RSV. Lack of true innovation had seen declining sales in the past two years (-6.4% latest MAT period). The trend was even more pronounced in convenience. The segment was highly concentrated with 9 SKUs generating 90% of value. (Source: Aztec, National Grocery Sales MAT to 18/12/11).The category ‘need state’ map indicated an opportunity for a ‘purposeful’ or ‘functional’ product with a ‘soft’ of ‘chewy’ texture. Simply put –a chewy mint. (Project Kiss Consumer Mapping, 2010)Campaign Objectives:• Drive category growth and penetration of the overall ECLIPSE brand• Through innovative/impactful Merchandise and POS call out the "New News from ECLIPSE" via disruption.

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Entry Title: Uncle Tobys Oats Spectacular

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: Visy Glama

• To maximize visibility for the oats category during the key oats season • To drive awareness and recognition for the Uncle Tobys Oats brand • To disrupt shoppers and remind them to buy oats (they need reminding at the beginning of every season) • To tie into the extensive ATL advertising “Real Oats, Real Quick” • To focus on the 90secs tag through attention grabbing design • Surpass previous year sales results

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Entry Title: 5 Gum & "V" Wolverine D-pallet

Entry Category: 5 - Grocery - Food

Entry Division: Temporary

Entrant Company Name: Visy Glama

Secondary Entrant Company Name: Frucor Beverages Australia

Research tells us that 52% of all shoppers can be swayed by in-store promotions. Wrigley’s and Frucor utilize the retail environment to integrate above the line messaging at the point of purchase. The joint partnering of “The Wolverine” provided the ideal vehicle to create an in store execution to sway the consumer and secure sales. Wrigley’s and Frucor objective • Drive sale and awareness of both 5 gum Adamantium and V Graphite• Create a combined and impactful merchandise unit to showcase both products as well as communicate the ATL. Merchandise unit must have longevity in store as Adamantium was a limited edition variant and will not go onto shelves.

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