InContrast wins four POPAI awards
Our UK-based team has once again won multiple accolades at the POPAI UK & Ireland Awards. Four awards in three categories – wholesale, grocery and confectionery – show the benefits that effective POP can realise for brands and budgets as part of an innovative shopper marketing campaign.
One of the core criteria that judges use to decide which competition entries deserve a POPAI award is shopper engagement. Submitted case studies need to demonstrate how the display taps into shopper needs to deliver a positive experience in store, resulting in a measurable impact on brand performance.
‘Our partnerships with clients focus on understanding both the brand and the shopper so that we can add real value,’ explains Mike Brown, Sales Director at InContrast. ‘It’s about teasing out key design elements and creating the right imagery that stops shoppers in their tracks, lights up their emotions, connects with their needs and make them want to purchase.’
A life-size Tuk Tuk was created for PepsiCo for the wholesale channel. This iconic vehicle boosted sales by reinforcing the link in independent retailers’ minds between far-flung locations and the exotic flavours of Walkers Sensations, earning it a Gold.
Silver went to the slowly spinning Ferrero Rocher Diwali display, a beautiful design that encapsulated all that is shining and magical about the Hindu Festival of Lights. The stunning centrepiece really resonated with shoppers looking for the perfect Diwali gift, underlined by the increase in sales.
Competing for space and voice against the traditional lemon and sugar, the ‘Pancakes Love Nutella’ kitchen display was exceptionally effective in driving purchase in Ireland. The frying pan with pancake mid-flip was a clear reminder to Dunnes shoppers to stock up on Nutella as the perfect way to enjoy Pancake Day as well as Valentines Day, which this year fell on the following day. This winning combination scored a Silver.
With its imaginative use of space and materials, the Grand Rocher Centrepiece took Bronze for drawing shopper attention from a distance and showing an inviting glimpse of the product inside. The clever engineering involved in creating a giant spherical product purely from cardboard generated a significant return in terms of seasonal sales uplift.
POPAI award entries are not only judged on shopper engagement and commercial impact but also on how well they have been tailored to the retail context. This year all four entries scored highly in this area too, getting the thumbs up from store managers as well as shoppers.