POPAI Awards 2009: Food Retailers

Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Active Display Group

With the Vegemite brand reaching its 80th birthday Kraft were looking to get the product off shelves and out in the consumers field of vision.Much was done with promotion of the anniversary. We did en extensive TV campaign with emotional ties, showing how Vegemite is part of the Australian way of life.We extended this into the "How do you have your Vegemite" campaign which was another huge success.We did outdoor and press ads too so we had a blanket coverage.It was important that when the consumer were at Retail they saw an easy buying option and off location displays was our answer to that.

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Entry Category: 5 - Food Retailers

Entry Division: Permanent

Entrant Company Name: Active Display Group

With the Vegemite brand reaching its 80th birthday Kraft were looking to get the product off shelves and out in the consumers field of vision.Much was done with promotion of the anniversary. We did en extensive TV campaign with emotional ties, showing how Vegemite is part of the Australian way of life.We extended this into the "How do you have your Vegemite" campaign which was another huge success.We did outdoor and press ads too so we had a blanket coverage.It was important that when the consumer were at Retail they saw an easy buying option and off location displays was our answer to that.

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Entry Category: 5 - Food Retailers

Entry Division: Semi-Permanent

Entrant Company Name: ATE UNLIMITED AUSTRALIA PTY LTD

Secondary Entrant Company Name: MIX INC

The Ferrero Rocher chocolate range is the market leader and certainly the most high profile in the category. Ferrero insist on presenting their product range in high quality point of sale displays that compliment their products. At Christmas time, the busiest time for this category, it is essential these units create impact at store level encouraging trial and driving sales. These products need to be presented so the shopping experience is as special & high quality as the Ferrero gift they are purchasing. The display needed create cut through in store and create additional theatre around the Ferrero symbol of Christmas the Pyramid/Tree.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: ATE UNLIMITED AUSTRALIA PTY LTD

Nutella is the #1 products within the Hazelnut Chocolate Spreads category and the Back to School period is the ideal time to encourage trial, create awareness and increase sales. We needed to design an off location display which created impact at store level that the kids and parents would enjoy. A display that was fun and created theatre in an already crowded store. The display needed dress stock holding displays to create in store impact.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: ATE UNLIMITED AUSTRALIA PTY LTD

The Ferrero Rocher chocolate range is the market leader and certainly the most high profile in the category. Ferrero insist on presenting their product range in quality point of sale displays that compliment their products. At Christmas time, the busiest time for this category, it is essential these units create impact at store level encouraging trial and driving sales. These products need to be presented so the shopping experience is as special & high quality as the Ferrero gift they are purchasing. Due to the product range and stock holding required at this time of year it is essential to design units that utilised a minimum floor footprint but are strong enough to hold maximum stock weights. Ferrero have a number of different products that are different in shape, weight and size. The display ideally needed to be designed to hold a number of these different products.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: ATE UNLIMITED AUSTRALIA PTY LTD

Kinder Surprise is the #1 single Kids Confectionery product in Grocery. Fererro insist on presenting their product range in high quality point of sale displays that compliment their products. Kinder Surprise is an everyday product, but at Easter time it is the perfect addition as its an egg! As such it is essential that the displays create impact & cut through at store level to encourage trial and drive sales. The client required a simple unit with a small footprint that would hold a maximum amount of stock. The unit needed to be very easy to assemble and present a number of different Kinder products perfectly. The display also needed to be bright and colourful presenting an Easter feel with the capability of being placed as a group in store to create maximum impact.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Bindweld

Front of store space in supermarkets is highly competitive, yet magazine purchases in supermarkets are highly impulsive and magazines and magazine promotions respond extremely well to extra exposure in this space. However, from a retailer perspective, any equipment in the high traffic front of store space needs to be sturdy, but with a small footprint. Plus from a supplier perspective, the equipment needs to be withstand high traffic and stay in place for as long as possible to capture impulse sales. As market leader, ACP has numerous titles ranged in Woolworths supermarkets, and at different times promotes across the range with differing objectives. In addition, ACP is pushing the boundaries of traditional magazine promotion with new promotional ideas such as high-value tip on gifts and magazine "2 for" deals which have not been seen before in the Australian supermarket arena. These developments in promotional objectives and promotional mechanics demanded a POS solution that was long lasting and could deliver multiple differnet mechanics over a period of weeks. The solution had to: - Promote major high volume titles to increase basket penetration- Promote lower volume titles to build basket penetration and increase exposure for the brand - Promote new or "one off" titles to raise brand awareness and increase impulse purchasing on the back of traditional marketing support- Be able to display high value, large tipon gifts- offer a solution for displayign multiple products involved in bundles of "2 for' deals. The beauty of this design is that it is totally flexible and enables all these objectives to be met in store. Plus, the strength of the design meant it could remain in store for a number of weeks, allowing all these promotions to run back to back for long periods, and therefore deliver an excellent return on investment.

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Entry Category: 5 - Food Retailers

Entry Division: Semi-Permanent

Entrant Company Name: Creative Instore Solutions Pty Ltd

Twinings is one of the world's most loved tea brands and currently has the highest brand awareness levels since its establishment in 1706. Combining the world renowned quality & superior taste, with this increase in brand awareness, Twinings have been enjoying a significant increase in results. Twinings was one of the very first companies to introduce tea drinking outside of China, and today is a market leading brand in the Tea category.The core issue faced was, without significant above the line support, Twinings top of mind scores were impacted in the busy grocery environments. One of the key reasons was although Twinings has good distribution and prominent position in key grocery environments, we needed to maximize sales in the premium hot beverage through the key winter & seasonal selling periods. Research had identified that if Twinings could increase visibility "off location", top of mind would increase, generating incremental sales.AB Foods had been utilising temporary displays to achieve this previously, however, the rigors of the high traffic grocery environments, the units were being damaged and required constant replacement. The damage to brand equity when these spoiled units were left in the market, combined with the cost of multiple replacement units within the one store forced us to source alternate POP Displays.

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Entry Category: 5 - Food Retailers

Entry Division: Permanent

Entrant Company Name: Goodman Fielder

+ Permanent placement off-location+ Ability for changable graphics to compliment the seasonal message+ Adaptability for loaves / hanging bakery products+ Easy to use and loose parts can be stored on the unit

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Entry Category: 5 - Food Retailers

Entry Division: Semi-Permanent

Entrant Company Name: id8 Studio Pty Ltd

Objective 1. To penetrate grocery channel by suppling a solution that made use of "dead" spaceObjective 2. To design a unit that would display in key areas of the store - such as front of store, high traffic areas, near to checkouts. Displayed anywhere and everywhere there was vacant space in a store. Objective 3. To apply to current fixtures to encourage cross category purchase (eg. on grocery checkout area open fridges for water/mint companion sale.Objective 4. To drive salesObjective 5. To drive visibility Objective 6. To combat competition

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: id8 Studio Pty Ltd

Objective 1 - To design a display which effectively communicates the brands new positioning and exciting new sku's and packaging. The new logo was to be prominent and seen easily in store.Objective 2 - To gain commitment in grocery channel and gain 100% distribution in Coles and Woolworths through an attractive innovative solution with small footprint which met the retailer's specifications. Minimum of 1 stand per store positioned near bread section and/or one unit positioned near the exit checkouts.Objective 3 - To include the total range of products with as small a footprint as possible. Desired stock weight: 3 loaves of each of the 5 new sku's, 15 loaves of bread in total and equated to 10.5kgs of bread on the display at any one time.Objective 4 - To hero the product and make sure the emphasis was on the bread, not the display. The bread needed to be easily accessible to shoppers.Objective 5 - To limit assembly time in store to 10 mins max and to make the unit simple and easy to put together.Objective 6 - To increase baseline sales of Noble Rise nationally verses the pre-relaunch period.

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Entry Category: 5 - Food Retailers

Entry Division: Permanent

Entrant Company Name: Megara

The mints & gum category, like all other confectionery categories, is driven heavily by "impulse purchases" so having a suite of displays tailored to the requirements of each customer in each channel was mandatory to driving sales. With much competition in the front of store, this POS was required to "stand out" to get a prime position. Tic tac displays were looking tired & display footprints & display stock-weights were not tailored to the various channels tic tac was sold in - grocery, mass discounters, convenience and route. Tic Tac Floor Stand - Retail Objectives- Unit designed as part of a larger marketing project with the objective of driving visibility in store to ultimately drive sales. - A floor stand primarily to be used in the grocery channel and the mass discounter's channel (K-mart, target, Big W). The unit needed to showcase the Tic Tac singles range and be flexible in footprint to accommodate the size of the store. - Ability to have a large amount of stock-weight so that field team calls need not be frequent.- Floor stand to stay up in stores as long as possible & not look "shopped out".

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Megara

The Blades & Razor category is about constantly trying to get trial for new Razors.Specific objectives of this campaign are:- Drive razor placement- Drive razor trial to increase consumers trading up to premium razors- Create awareness- Increase current market share - Drive category volume

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Entry Category: 5 - Food Retailers

Entry Division: Semi-Permanent

Entrant Company Name: Megara

The Campaign objectives were to: Develop core brand merchandise suite that showcased the number 1 Mint Brand and its Iconic tin, whilst affording us the opportunity to drive sales through off location display To support a National Independent Grocery Consumer Promotion in Oct/Nov 2008 It was also used to support the Q1 2009 Eclipse Mints launch "NEW" Black Chill, providing the opportunity to drive awareness, trial and stimulate sales. The Eclipse Mints floor display was designed to create an impactful piece of in-store theatre that could be used across all channels.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: MIXinc

Marketing at Retail ObjectivesPRODUCED BY: MIXinc and STREAM SolutionsCLIENT: Coca-Cola AustraliaRETAIL CHANNEL: Grocery and C&PMARKETING OBJECTIVES: Enhance and promote Coke TM stock displays on floors within Grocery & C&P channels over the Christmas trading period (Nov-Dec). Drive volume sales & bring consumers a more compelling offering than category competitors. Create in-store theatre and promote the role of Coca-Cola as the secret ingredient in making the Christmas occasion more special. Drive Coke TM brand love.

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Entry Category: 5 - Food Retailers

Entry Division: Semi-Permanent

Entrant Company Name: POP Art Australia Pty Ltd

Kraft's objective was to re-instate their commitment to product innovation and claim an increased share of the confectionary market. Kraft's retail objective was to Re Launch Toblerone across all retail outlets saturating the market with a vast arrangement of POS including a Temporary Floorstand, Counter Unit & Permanent Floorstand.The key elements of importance for all POS units - designing a unit that can be easily assembled, fit into the back of a car and that is easy to carry.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: POP Art Australia Pty Ltd

Kraft currently have an existing 5 - shelf card display that is difficult to assemble, as a result of this Kraft were finding that the units was not being utilized in store, with merchandisers preferring to avoid the unit rather than have to assemble it in store. Our objectives for the new design therefore was to create a display that would:- Be fast, simple and easy to assemble in store by the Sales Force team.- Meet all designated budgetary constraints.- Fit within a standard sedan car for transport to store. - Weigh less than 10kg for OH&S purposes and be easy to carry.- Hold the entire Toblerone product range.

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Entry Category: 5 - Food Retailers

Entry Division: Semi-Permanent

Entrant Company Name: POP Impact

Blades & Razor category is all about Product performance and trading consumers up to Premium razors. The Embrace brand has been in market for a couple of years and continues to be a strong performer within the category.Specific objectives of this campaign are:- Drive razor placement- Drive razor trial to increase consumers trading up to premium razors- Create awarenessThe brief was to create an interactive display that intrigues and engages the consumer with a minimum footprint in grocery aisles. It was critical that the unit allow the customer to be able to feel the handle and appreciate it's beauty whilst driving Brand awareness in-store.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: POP Impact

To drive awareness of Macleans Kids Toothpaste and Brush Brands within Pharmacy & Independent (IGA) Retail Banners. To also educate consumers on how to instill good Oral Care habits in their children.Brief was to design a generic unit that can be used both as a counter / shelf unit and hold both Macleans Kids brands - Milk Teeth & Junior Jaws. Include space for a brochure - clear and concise information of brushing tips, when to start brushing children's teeth and what products to use.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Popcorn Displays

The primary objective of the brief was to design a second location 'premium' dump bin to sell stock. To further enhance the 'Tired? Stressed?!' campaign and drive sales, the temporary display needed to be positioned within supermarket grocery sections and pharmacy's. The unit needed to be visible and accessible from all four sides.In summary the design objectives were:- Each unit to hold 80 packs.- Unit to withstand weight.- Ensure the marketing campaign was visible.- Four sided display with consumer access from all sides.- Ensure that the product was visible, and that men's and women's products were easily distinguishable and obtainable.- That the display last for 3-4 weeks in store.- Stackable so the units could be placed in shopfront windows for advertising.The three main advertising objectives were as follows: - Promote the 60 tablet containers.- Create a clear identity for 60 tab product.- Clearly distinguish products as one was for men and other for women.- Noticeable Swisse logo and corporate theme.

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Entry Category: 5 - Food Retailers

Entry Division: Permanent

Entrant Company Name: POPP UNLIMITED PTY LTD

 To reverse the sales decline of the 'Liquid In-the-bowl' toilet cleaners segment. Currently declining at -10% Nationally (Dec 07/Jan 08) and -6% in National Independents (Dec 07/Jan08)  Implement a focused field execution that targets the "Summer Flushing" cycle - capitalizing on the consumer insight that sales of In-the-bowl toilet cleaner products peak in summer due to having more people in the home for Christmas/Holidays Design and execute an off location point of sale display stand promotes all Duck UTR (under the rim) products including NPD Duck Fresh Discs and Duck LUTR (liquid under the rim), offering shoppers a 'COMPLETE CLEANING SYSTEM'. This system comprises of a 2-Step Toilet Bowl Cleaning Process which adds value via multiple segment purchases through educating shoppers. To launch and drive trial of new product (NDP) Duck Fresh Discs

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Entry Category: 5 - Food Retailers

Entry Division: Semi-Permanent

Entrant Company Name: POPP UNLIMITED PTY LTD

Research discovered that only 86% of Australians believe they had good oral care habits and just 4% followed the daily regime of brushing, flossing and using a mouthwash. LISTERINE® TOTAL CARE® is a significant innovation in mouthwash that delivers on the 6 benefits of a healthier mouth in one product that launched in May 2009. The launch of LISTERINE® TOTAL CARE® was supported by a multi-million dollar media spend across Television, Print, Radio, Outdoor, In-Mall advertising & PR.Main retail in-store objectives for designing the off location POS stand was to: Educate and create awareness of the LISTERINE® TOTAL CARE® solution,  Develop an off location display that will:- be visually impressive through its' design appeal and effective branding -be structurally strong to display & support the entire Total Care Range of the brush, floss and rinse for a period of up to 6 months in high traffic areas- be suitable as a pre-pack to send direct to stores (carrying a total weight of up to 28kg)- very easy to assemble in-store for trade as a flat packed display Encourage trial of products, gain support from retailers to enable the display of the stand in high traffic real estate within multiple retail channels  Ultimately maximize retailers & Johnson & Johnson's in-store sales and profit.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Sainsbury

At Kellogg's we manufacture and sell both cereal and nutritious snack products. Whilst we are the market leader in cereal, for snacks off-location support on snacks is critical due to their relative smaller scale. This is particularly important during key seasonal periods such as Back to School and school holidays, where getting our snacks front of mind with shoppers is vital as this is the period when shoppers are most receptive to purchasing and when sales are typically at their strongest. Many of our brands are very much family targeted, including LCM's, K-Time and Nutri-Grain bars.In addition, the normal stands we use are often too bulky for smaller Independents stores. This presented an opportunity to design a purpose made stand for snacks that allows for significant stock weight, whilst also being space efficient and easy to assemble.Background:The January Back to School period is a key trading time when mums are stocking up on kids lunch box snacks after the holiday period.Promotional objectives were to build significant in-store presence during Back to School to maximise sales opportunities during this peak selling period at the beginning of the year.We have 3 core pillars in our Point of Purchase merchandising strategy:1. Interrupt & Engage:Merchandising initiatives that create in store theatre - attracting the attention of the shopper & interrupting their routine2. Functionality & Flexibility: Deliver merchandising initiatives that are FUNCTIONAL & PRACTICAL, that are in-store, assembly & storage friendly.Flexible merchandising options with the ability to be used within the store/channel at many locations within the store3. Investment Efficiency: Produce EFFECTIVE merchandising initiatives that deliver COST EFFICENCIES and an acceptable Return on InvestmentMerchandising Objectives for the Back to School Campaign were: Maximise in-store visibility & retail presence - Display needed to generate excitement with retailers to ensure support at store level and drive off location displays to generate incremental sales. Increase brand awareness in-store, via the ability to vary branding with side panel strips. Easy to shop by the consumer. In-store flexibility - create a merchandise unit that accommodate smaller stores & maximise distribution opportunities Unit needed to be cost effective and deliver an acceptable ROI. Maximum stock holding - ability to hold 10+ cases.The Brief:Size: Height no bigger than 1600mm Depth 320mm Width 470mm Brands: Nutritious Snacks + Fun & Variety cereal packs Functionally & Flexibility Snap n Fold Style (shelves with snap n lock tabs) Minimal pieces Low labour assemble Fits into boot of station wagon  Small footprint allows off location flexibilityInterrupt & Engage the shopper Interchangeable POS side panels Header Card Kellogg brandedInvestment Efficiency Average 10+ case snack capacity 11% efficiency score

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Sainsbury

Secondary Entrant Company Name: Bindweld Plastics

The launch of the Tim Tam Sweet Surrender range was not supported above the line. As a result, the resulting in store activation needed to cut through in store, driving awareness and trial of the new Tim Tam sub range. This needed to be done through cost effective, temporary POS, that could be flexible enough to suit small to large displays. Also critical in the success of the launch, was the tie up to incremental off location displays around store driving distribution. From an Arnott's perspective, it was critical that the POS brought to life the new pack range and design, focussed on the deliciously irresistible Tim Tam, plus visually convey the flavour and product format. The Sweet Surrender range is unique in that the biscuits have a gooey centre that oozes out when bitten into. Functionally, the POS needed to work together with the Arnott's easel and dump bin display materials and be easy for the in store merchandisers to set up in store. From a retailer perspective, the POS needed to comply with Coles, WW and Independant grocery store requirements for in store POS. These requirements mainly preclude branded POS from: obstructing the shopper, e.g freestanding POS, or jutting out into the walk area, not hanging/ or being otherwise mobile e.g. thus obstructing security cameras.

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Entry Category: 5 - Food Retailers

Entry Division: Semi-Permanent

Entrant Company Name: SPOS Pty Ltd

1. Brand Impact Provide clear and impactful Brand and Boutique communication on shelf. 2. Grow sales & reduce shrink Grow sales by creating an attractive display from which shoppers can select their product. Drive reduction in shrink through card replenishment system. 3. Simple, Flexible and Durable Solution Simple to install, manage, replenish and change for stores. Flexibility required due to product range and space changes every 6 months. Display needs to be adaptable to varied store sizes. Create a highly durable display to last long term on high traffic supermarket shelves. 4. Shopper Education & selection Brand and boutique communication on shelf to aid shopper selection. Help educate the shopper on the benefits of each skin care product on the display.

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Entry Category: 5 - Food Retailers

Entry Division: Semi-Permanent

Entrant Company Name: The Artel group

MILO continues to be the undisputed category leader and holds the greatest value and volume share of the category with 55.4% value share / 63.3% volume share *(total nourishing drinks). The objective of the MILO semi permanent unit was to capture the light and lapsed buyers of MILO. The key measures were to increase average weight of purchase of existing buyers, increase penetration amongst lapsed buyers. For the retailer it was to increase visibility and stock weight in store. Increasingly, consumers think of the category as a "chocolaty, sugary drink" which impacts on the core MILO brand equity and consumption pushing consumers away from the category.The nutritional framework was launched in February 2009 on all regular MILO powder products. The framework was tested with controller mums and was overwhelmingly successful in changing their perception of MILO to a more healthy and permissible product.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Thompson Print & Displays

Secondary Entrant Company Name: The Artel Group

In 2009 the ALLEN'S brand was relaunched, with new packaging and a new communication platform. The brand strategy was to reignite the joy of lollies, and to add smiles to peoples day through the ALLEN'S brand.The POS needed to reflect the through the line communication, and showcase the new brand visual identity (the ALLEN'S 'smile').The majority of ALLEN'S sales are in the grocery channel, which is becoming a harder environment to obtain off location activity, however more and more growth is seen in impulse specifically P+C which also needed attention.The aim of the project was to steal 1% market share from the Natural Confectionery Company and create awareness of the new ALLEN'S 25% Reduced Sugar sku'sThe last objective was to increase baseline share by 10%.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Thompson Print & Displays

Secondary Entrant Company Name: The Artel Group

- Kit Kat is Nestlé's #1 confectionery brand and after years of flavour rotation the focus in 2009 was to drive the core 'milk chocolate' offers.- Looking to establish 'Best in Class' visibility for Kit Kat to ensure strong brand standout in a very impulsive category.- Total Kit Kat to grow faster than the market

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Visy Glama

The brief given for the unit was:-· To create a unit with a similar look and feel to the existing unit· To reduce the assembled size to encourage the Reps to carry· To reduce the cost by up to 50%.· Create a unit for short promotions - could reduce the robust nature of the unit - whilst needing to be able to support the stock weight and physical weight of the Duracell product.. Try and reduce the set up time taken in store.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Visy Glama

Develop core brand merchandise suite that showcased the number 1 Mint Brand , whilst affording us the opportunity to drive sales through off location display The unit was developed as a pre assembled & pre packed display for speed to market with a new product, ease of assembly for the store owners/Managers to get 100 % placement at a store level.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Visy Glama

OLAY has always had a high dollar value product that displaying at retail has been difficult or impossible due to the amount of theft that can sometimes occur. One of the obsticles that P&G faced with the opportunity to range on a Woolworths side wing instore was to minimise the theft of such a quality irem from a side wing environment, and then be able to make the display temporary and cost effective, and maintain the quality look and prmotional attributes that the product deserved.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Visy Glama

The success of the brand has resulted in imitation by other brands against The Rock positioning potentially threatening its core proposition and growth platform. The challenge faced by the instore activation was to create instore theatre that lifted the bar on Red Rock Deli positioning and enticed frequency of purchase The objectives for the Red Rock Deli campaign were:- Increase breadth of distribution and awareness of the Red Rock Deli brand- Continue to drive brand momentum with a new look promoting the signature flavour Lime and Black Pepper"- Maximise in-store visibility and retail presence. The display needed to generate excitement with the retailers to ensure support at store level and drive front of store locations to generate impulse sales. Our challenge was to create display solutions around these a large and small footprints that echoed the same look and feel.- In-store flexibility. Create a display spectacular that could be used in a number of different formats including half pallet or multiple pallet displays. Red Rock Deli is one of the most premium snack brands on the market. In order to maintain this premium feel and with an extremely limited budget to work with, the challenge was to create premium looking displays that reflect Red Rock Deli's true brand equity, growing brand awareness and driving sales in store.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Visy Glama

The brand challenge was to capture the heart and mind of the shopper in store, reinforcing that Sakata was special and worth paying more for. The challenge posed to the design team was to create instore activation that reinforced the Japanese heritage and uniqueness, yet also communicated the core proposition of the media campaign Fresher in Foil. - Increase breadth of distribution and awareness of the Sakata brand - special requirement was to drive trial in NSW which under indexed versus national state norms. Maximize in-store visibility and retail presence. The display needed to pop in store, standing out from other displays in the environment. Rice crackers had become a generic category due to price discounting. The challenge for the Sakata display was to create a display that would integrate into the fresh food/ gourmet section. - Communicates Fresher in Foil The display needed to reflect the new graphics on the Sakata packaging, and clearly communicate the fresher in foil communication - In-store flexibility. Create a display spectacular that could be used in a number of different formats including quarter pallet or multiple pallet displays. The display had to be flexible enough to allow the retailers to execute the displays in different formats if required in multiple locations.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Visy Glama

The objective of the campaign was to generate a growth spike in the middle of the year, reducing the reliance on Christmas to drive the years result. Footy was identified as an occasion that was i that had a definitive start and finish with strong shopper relevance. The occasion commenced at the kick off of State of Origin in April, and finished in October with Grand Finals.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Visy Glama Pty Ltd

Secondary Entrant Company Name: The Artel Group

In 2009 the Club brand was relaunched, with a new product formulation, new packaging format, new pack design and a new communication platform. The new brand positioning was to challenge category codes, and get consumers to re-evaluate their perceptions of Club dark chocolate, and to try dark chocolate- increasing trial and frequency for existing dark chocolate consumers. Club chocolate challenges consumers to make the most of their chocolate moments with Club.The POS needed to reflect the bold, new brand positioning, and showcase the new brand visual identity.The majority of Club sales are in the grocery channel, which is becoming a harder environment to obtain off location activity.The in store activity was at the same time as the Cadburys relaunch- which featured prominent off location displays, heavy ATL spend and heavy in store discounting for the Cadbury and old Gold ranges.

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Entry Category: 5 - Food Retailers

Entry Division: Temporary

Entrant Company Name: Visy Glama Pty Ltd

Secondary Entrant Company Name: Bindweld

As a Mum it can be hard to find a snack that is nutritious and tasty at the same time, often taste and nutrition are sacrificed one for the other. Wouldn't it be great if there was a snacks that kids loved to eat because it tasted great but at the same time Mum's felt happy to give as it was nutritious.Fruit Fix was launched in April 2009. As a packed snack Fruit Fix is made from 99% Fruit Ingredients and provides One Serve of Fruit per snack. Kids love the delicious taste of fruit in a Fruit Fix bar and being made from 99% Fruit Ingredients Mum's can feel happy as it makes a nutritious snack.The POS role was to drive trial and awareness of 'NEW' Uncle Tobys Fruit Fix in and out of the Nutritious Snacks aisle.The POS graphics were designed to fully integrate the path to purchase from our TVC and Outdoor communication through to the pack design on shelf.

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