Experience is clearly high on shopper’s agendas after two years of restrictions, with an immersive, interactive and colourful FMCG campaign taking out the top prize at this year’s Shop! ANZ Retail Marketing Awards. You can view the full winner’s list HERE.
XPO Brand’s Queen Baking Wonderland Pop Up Shop for Dr Oetker won the biggest prize of the night, the Tom Harris Retail Marketing Best in Show Award, as well as Best Design & Innovation and Best Display.
CPM Australia’s Microsoft Field Labour & Influence Program won Best Shopper Experience.
The Mix Agency was another big winner on the night, taking home five golds, while Treasury Wine Estates, Branded Group, Traffik, Dashing Group and 31st all won two golds each.
The People’s Choice Award was won by HH Global’s Bepanthen Tattoo at the 2021 Tattoo Expo, by HH Global for Bayer Australia.
Once again, the most contested category of 2021 was Grocery Store (Food), Temporary.
The Mix Agency and Opal Specialty Packaging won both gold and silver respectively, for Nutella Back to School, and Kinder Halloween, both for Ferrero, with Red Bull and Boo Group’s Red Bull Racers winning Bronze (both shown below).
Creativity made a big comeback in 2021, with displays and campaigns offering shoppers an experience or driven by purpose showing the most cut through. Branded Group’s Big W Toys for Joy, which provided a sustainable solution for recycling pre-loved toys won two golds.
31st’s Wonder Recycling Rewards for Goodman Fielder also fit the purpose-driven bill with two gold wins for Integrated Path to Purchase Campaign and 5P Group Environmental Stewardship.
The Liquor, Temporary Display category expanded in 2021, with Treasury Wines’ Snoop Cali Red Instore launch awarded gold.
Two categories were also reintroduced this year – Field Marketing and Campaign Response for a Covid-19 Changing Shopper – the latter of which was introduced as a one-off category in 2020 to acknowledge the upheaval brought about by the Covid-19 pandemic.
CPM Australia took Gold in both categories, for Microsoft’s Field Labour and Influence Program in Field Marketing, and For Microsoft’s Virtual Product Advisors in Campaign response to a Covid-19 Changing Shopper.
Due to difficulties in supply of stock, consumer electronics categories were less popular than previous years, but saw a Gold win for Traffik Marketing with the Samsung Gift the World with Galaxy and IVE Group for its Vodafone PS5 Takeover.
Shop! ANZ General Manager, Carla Bridge, said 2021 was one of the most difficult years on record for retail and retail marketers, however, the industry had continued to soldier on and step up to the challenges presented.
“Australian retail marketers [went] above and beyond to deliver for their clients and brands with engaging displays and campaigns.
“It’s been really encouraging to see the way the industry has dug down to continue to produce some of the best work in their field worldwide, and I look forward to seeing what we’ll be able to produce in future years free of some of the burdens of the last 24 months.”
The Shop! Retail Marketing Awards, showcase the ingenuity and success of the Australian and New Zealand retail marketing industry, with entrants awarded gold, silver and bronze accolades across 26 categories, spanning both physical displays and shopper experience.
