POPAI Awards 2009: In-Store Retail Sales Promotion

Entry Category: 14 - In-Store Retail Sales Promotion

Entry Division: National Promotions

Entrant Company Name: Frank Steel Displays

Pacific Magazines objective for this promotion was to drive sales at a time of relatively flat sales year on year and to capture market share from our main competitor. Pacific Magazines is the number 2 player in this field and this was an opportunity to gain front of store positioning, increase our brand awareness and gain market share. This is the only opportunity that a magazine publisher has been given off location authorization for 8 weeks on going and this was going to allow us to block activity from our major competitors. The objective of this design was to maximize visibility at front of store of magazines participating in the promotion to drive sales of these particular titles. The display needed to be a solution for off location positioning for magazines for 8 weeks duration and to communicate the promotion visually to consumers. Sales objectives were to increase sales over 10% period on period and gain at least 2 percentage points of market share from the number 1 player.

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Entry Category: 14 - In-Store Retail Sales Promotion

Entry Division: National Promotions

Entrant Company Name: Sainsbury

Most Australians have enjoyed a Batlow Apple, famous for their sweet flavour and crisp bite, originating from the Batlow region located at the base of the Snowy Mountains, 450kms south west of Sydney.The Batlow Fruit Co-operative is grower owned and 100 per cent Australian. Today it is recognised as one of the largest storage and packing operations in the country, collectively marketing and packing an average of one million cartons of apples every year.To drive early season 2009 fruit sales Batlow Apples teamed up with Football Federation Australia and the recently World Cup qualified Socceroos. The BTL activity was a license agreement and was focus around a consumer sales promotion. Key messaging was built around living a healthy and active life - encouraging consumers to eat more apples and take in exercise on a daily basis. To support the key objective of increasing early season fruit sales the sales promotion was activated at an independent green grocer level. Greengrocers were provided with POP materials to drive consumer participation. Furthermore the Batlow Apples website was re-launched to coincide with the start of this partnership providing kids and soccer fans alike downloads, coaching tips and nutritional advice. At a store level Batlow Apples also ran in store sampling across the campaign.The competition attached to the sales promotion gave consumers the chance to win a money can't buy experience for an entire family. The family flew to Melbourne, attended a Socceroos training session and met the Socceroos before attending the game against Japan. To enter consumer just has to purchase five or more Batlow Apples from participating stores.1. Increase early season fruit sales 2. Drive consumer - Batlow connection 3. Create a brand association with the Socceroos 4. Continue to build a Batlow community of shoppers through data collection received from competition entries.

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Entry Category: 14 - In-Store Retail Sales Promotion

Entry Division: National Promotions

Entrant Company Name: Sainsbury

In 2007 MILO partnered with Woolworths to create a consumer promotion that was engaging and exciting with a key focus on strengthening the retailer relationship. Strong sales results were achieved however consumer engagement was low. To build on this in 2008 a further initiative was taken to create stronger in-store presence for the promotion through in store theatre. The challenge was to gain cut through with consumers and shoppers in the cluttered environment whilst being uniquely MILO.The consumer promotion was "Win sports cash with MILO". Running concurrently were other activities that focused on stretching the MILO season traditionally considered to be winter through leveraging MILO's brand ambassadors Michael Clarke and Adam Gilchrist.The activity created an opportunity for MILO to drive a pallet per store allocation of MILO 1kg (the Woolworth's exclusive SKU) and be off located - driving visibility in-store.Ojective of 50,000 cases of MILO 1kg in 7 weeks.

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Entry Category: 14 - In-Store Retail Sales Promotion

Entry Division: National Promotions

Entrant Company Name: Visy Glama

The objectives for the Doritos "You Make it we play it" campaign were: 1. To reignite consumer & customer engagement with Doritos and increase sales 2. Reverse Doritos Equity slide (no A&M support for over 4 years)3. Driving sales without a 'purchase mechanic'4. Communicate the promotional entry mechanics at every touch point the shopper would see.5. Execute the promotion with in 3 weeks of the activity being launched.

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Entry Category: 14 - In-Store Retail Sales Promotion

Entry Division: National Promotions

Entrant Company Name: Visy Glama

The objectives for the Smiths Do Us A Flavour" campaign were: 1.To stimulate consumer & customer engagement with Smith's and match Tazo sales peak of 2008 with out a in pack insert offer. 2.Drive promotional awareness and penetration to deliver 200,000 entries3.Drive Smith's Snack consumption from 29% to 33% over the promotional period.4. Limit Snack Brands promotional impact on Smiths Share. 5. Driving sales without a 'purchase mechanic'6. Communicate the promotional entry mechanics at every touch point the shopper would see.7. Execute the promotion with in 3 weeks of the activity being launched.8. Drive full revenue displays to deliver growth vs. YA

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Entry Category: 14 - In-Store Retail Sales Promotion

Entry Division: National Promotions

Entrant Company Name: Visy Glama Pty Ltd

Secondary Entrant Company Name: The Artel Group

 Looking to stimulate the market in a traditionally quiet period for confectionery with a research validated best in class consumer promotion "Chance to Win $50 instantly" Looking to establish Best in Class visibility for key ranges across Kit Kat & Allens Allens resize in 2008 reduced share, looking to regain lost ground Targeted 27% medium bar share & 21% bag share during Q1 activity Targeted 11.6% penetration for medium bars & 13.5% medium bags

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