Experience is high on shopper’s agendas after two years of pandemic restrictions, with an immersive, interactive and colourful FMCG campaign taking out the top prize at this year’s Shop! ANZ Retail Marketing Awards.
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.
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 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.
The most contested category of 2021 was once again 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, and Bronze was a tie, going to Mars Wrigley Christmas 2021 by 5P Group and Red Bull Racers.
Grocery Store (Food), Permanent, was won by The Mix Agency and POPP Unlimited’s L’Or Modular Shopper Solution for JDE, Silver went to, v2foods’ Drakes Golden Grove Plant-Based Meat Aisle Transformation, and Bronze to Genesis Retail Displays for the Lindt Premium Permanent Display Stand for Lindt & Sprungli.
Woolworth’s 2021 Discovery Garden by Styleprint received the top accolade in for Grocery Store (non-food), followed by ID POP for InComm’s Coles Game On display, and Tag & Popcorn Display’s King C Gillette Launch for Proctor & Gamble won Bronze.
Creativity made a big comeback in 2021, with displays and campaigns offering shoppers an experience or driven by purpose showing the most cut through. An example of this is 31ST’s Wonder Recycling Rewards for Goodman Fielder, a program that takes soft plastics out of our environment and turns them into play equipment for kids, which won two Golds – for Integrated Path to Purchase Campaign and 5P Group Environmental Stewardship.
Other winners in the 5P Group Environmental Stewardship category were Red Bull Racers by Red Bull and Boo Group taking Silver, with Bronze for Nova Pharmaceuticals Glucoboost Clip-Strips. All winners of the 5P Environmental category were FMCG brands, mirroring the focus of many brands on more sustainable operations.
The Liquor, Temporary Display category expanded in 2021 after a smaller year in 2020, with Treasury Wines’ Snoop Cali Red Instore launch awarded Gold; Hendrick’s Lunar New Product Launch FSDU by IVE Group for William Grant & Sons, Silver; and id8 Studio’s Part Timer Rangers POS Suite for Brown-Foreman, Bronze.
Petrol, Convenience & Route also performed more strongly in 2021 than previous years. Gold winner of this category was Red Bull Racers; Silver was awarded t ID POP’s Mentos Modular Countertop Display for Stuart Alexander & Co, and Bronze was received by 5P Group for Mars Wrigley’s Extra White for a Brighter Smile display.
Shop! ANZ General Manager, Carla Bridge, noted that 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.
“2021 proved another difficult year for our industry, but this has not been a deterrent, with Australian retail marketers going 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,” Ms Bridge said.
Ms Bridge congratulated all winners of the 2021 Awards. “Last night’s results 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 2021 Shop! Marketing at Retail Awards entries and images, visit shopassociation.org.au.
2021 Shop! Marketing at Retail Award Winners – Gold, Silver, Bronze
| Category | Gold | Silver | Bronze |
| Large or Department Store | BIG W Toys for Joy – Branded Group for Big W | Myer Giftorium –
IVE Group with AFI Branding for Myer |
Paslode Bunnings End – 5P Group for ITW Construction Asia Pacific |
| Grocery Store (Food) Temporary Display | Nutella Back to School 2021 – Opal Specialty Packaging with The Mix Agency for Ferrero Australia | Kinder Halloween 2021 – The Mix Agency with Opal Specialty Packaging for Ferrero Australia
|
Red Bull Racers – Red Bull with Boo Group
Mars Wrigley Christmas 2021 Display – 5P Group for Mars Wrigley |
| Grocery Store (Food) – Permanent Display | L’OR Modular Shopper Solution – The Mix Agency with POPP Unlimited Pty Ltd for JDE | Drakes Golden Grove – plant based meat aisle transformation – v2food | Lindt Premium Permanent Display Stand – Genesis Retail Displays for Lindt & Sprungli |
| Grocery Store (Non-Food) | 2021 Discovery Garden – Styleprint for Woolworths | Coles Game On! – ID POP for InComm
|
King C Gillette Launch Permanent Display – Tag with Popcorn Displays for Procter & Gamble |
| Liquor – Temporary Display
|
19 Crimes Snoop Cali Red In-Store Launch – Treasury Wine Estates | Hendrick’s Lunar New Product Launch FSDU – IVE Group for William Grant & Sons | Part Time Rangers POS Suite – id8 Studio for Brown-Foreman |
| Liquor – Permanent Display
|
Penfolds Modular Cube Set POS – Treasury Wine Estates with Signaction | Modular Gondola Solution Countertop Display –
IVE Group for ALM |
Small Footprint Wrap Display – What to Do for Accolade Wines |
| Petrol, Convenience & Route | Red Bull Racers – Red Bull with Boo Group | Mentos Modular Countertop Display – ID POP for Stuart Alexander & Co | Extra White for a Brighter Smile – 5P Group for Mars Wrigley |
| Health & Beauty – Temporary Display
|
Mecca – The Beauty Spectacular Holiday 2021 – Dashing Group for MECCA Brands | Centrum Benefit Blends Floor Display – IVE Group for GlaxoSmithKline | Revlon Ultra HD Snap! – POP This for Revlon Australia |
| Health & Beauty – Permanent Display
|
Oral-B Lift and Learn Side Mesh for Chemist Warehouse – Tag with Popcorn Displays for Procter & Gamble | Oral-B Revolutionary Technology iO Launch –
Tag with Rare Shopagear for Procter & Gamble |
TWC Pain Solution Permanent Display – POPP Unlimited Pty Ltd for GlaxoSmithKline |
| Consumer Electronics – Temporary Display
|
Gift the World with Galaxy – Traffik Marketing for Samsung | N/A | N/A |
| Consumer Electronics – Permanent Display
|
Vodafone PS5 Takeover – IVE Group for Vodafone Australia | Sony Boutique Headphone Display –
id8 Studio for Sony Australia |
Lenovo Smart Frame – Innovation Zone – ID POP for Lenovo
|
| Specialty Retail, Lifestyle & Service Providers – Temporary Display | Australia Post- Spread the Merry – Dashing Group for Australia Post | Smeg x Dolce Gabana collaboration – SMEG Australia | H&R Block Pop-Up – April 5 Agency for H&R Block |
| Specialty Retail, Lifestyle & Service Providers – Permanent Display | Havianas Modular – 5P Group for Aqueo Imports & Distribution | Paslode Bunnings End – 5P Group for ITW Construction Asia Pacific | Barry the Numnuts Educational Counter Display – Genesis Retail Displays with Numnuts for Senesino |
| Category Management
|
Drakes Golden Grove – Plant-based Meat Category Transformation – v2food | PETstock Apparel Category Solution –
Point Retail for Petspiration Group |
AAP Pipe Fitting Category Solution – Point Retail for AAP Industries |
| Window Displays
|
Crown Cellar & Co x Penfold’s Interchangeable Window Display – MAAKE for Treasury Wine Estates (Penfolds) | Centrum Benefit Blends –
IVE Group with Lithocraft for GlaxosmithKline |
AESOP – Festive Display – IVE Group for AESOP Retail |
| Store Design
|
Queen Baking Wonderland Pop Up Shop – XPO Brands for Dr Oetker Queen | H&R Block Pop-Ups – April 5 Agency for H&R Block | Primary Dental Retail Expansion Program – Zulu8 with Rare Shopagear for ForHealth Group |
| POP This Retail Industrial Design – Temporary Display | Kinder Surprise Disney Princess & Marvel Superheroes Castle 2021 – The Mix Agency with Think Display for Ferrero Australia | Kinder Halloween 2021 – Opal Specialty Packaging with The Mix Agency for Ferrero Australia | Myer Giftorium – IVE Group – IVE Group with AFI Branding for Myer |
| POP This Retail Industrial Design – Permanent Display | L’OR Modular Shopper Solution – The Mix Agency with POPP Unlimited Pty Ltd for JDE | Paslode Bunnings End – 5P Group for ITW Construction Asia Pacific | TWC Pain Solution Permanent Display – POPP Unlimited Pty Ltd for GlaxoSmithKline |
| Centrum Printing Produced in ANZ | BIG W Toys for Joy – Branded Group for Big W | Carman’s Kitchen Aussie Oats & Birthday Bars Back to School Display –
Abbe Corrugated with the thrills for Carman’s Kitchen |
Woolworths Bricks 2021 – Styleprint for Woolworths |
| Digital Instore, Mobile, Social & Online | Microsoft Virtual Product Advisors: The In-Store Experience Online – CPM Australia for Microsoft | SMEG Rewards – D2C for SMEG Australia | Pirelli Tyre Digital Kiosk – Point Retail for Pirelli Tyres Australia |
| Field Marketing | Microsoft Field Labour and Influence Program – CPM Australia for Microsoft | SMEG Rewards – D2C for SMEG Australia | Judges Bench relaunch of product sampling station – IVE Group for IBA |
| Experiential
|
Samsung Galaxy Z Series & Telstra Campaign – DisplayWise with Cheil for Samsung | Queen Baking Wonderland Experience – XPO Brands for Dr Oetker Queen | Smith’s 90th Birthday – 31ST for PEPSICO |
| Sales Promotion
|
Harris ‘Made for Adventure’ Promotion – The Mix Agency with IVE Group for JDE | Western Star “Find a Gold Star” Consumer Promotion – Fonterra | PEPSICO Multi-Pack Consumer Promotion |
| Occasion-based Shopper Campaign
|
Bundaberg ‘Where’s The Bear’ – Traffik Marketing for Diageo | Myer Giftorium –
IVE Group with AFI Branding for Myer |
Ferrero AUS Easter Gifting 2021 – The Mix Agency with Opal Specialty Packaging for Ferrero Australia |
| Integrated Path to Purchase Campaign
|
Wonder Recycling Rewards 2021 – 31ST for Goodman Fielder | Snoop Cali Red Australia Product Launch (Shopper & ATL Campaign) – Treasury Wine Estates | Smith’s 90th Birthday – 31ST for PEPSICO |
| Campaign Response to a Covid-19 Changing Shopper | Microsoft Virtual Product Advisors: Online Shopping Made Human – CPM Australia for Microsoft | Red Bull Racers – Red Bull with Boo Group | SMEG Rewards – D2C for SMEG Australia |
| 5P Group Environmental Stewardship | Wonder Recycling Rewards 2021 – 31ST for Goodman Fielder | Red Bull Racers – Red Bull with Boo Group | Telstra Leaseline Displays – IVE Group for Telstra
Glucoboost Clip-Strips – Nova Pharmaceuticals |
2021 Shop! ANZ Pinnacle Award Winners
| Award | Winner |
| People’s Choice | Bepanthen Tattoo at the 2021 Tattoo Expo – HH Global for Bayer Australia |
| Best Design & Innovation | Queen Baking Wonderland Pop Up Shop – XPO Brands for Dr Oetker Queen |
| Best Shopper Experience
|
Microsoft Field Labour and Influence Program – CPM Australia for Microsoft |
| Best Display | Queen Baking Wonderland Pop Up Shop – XPO Brands for Dr Oetker Queen |
| Tom Harris Retail Marketing Award
(Best in Show) |
Queen Baking Wonderland Pop Up Shop – XPO Brands for Dr Oetker Queen |
