We Get GOLD on First-Ever POPAI Award Outing
Blue Chip has fought off some huge names in the Shopper Marketing arena to secure GOLD at the POPAI awards last night.
The award was in the ‘Grocery, Convenience & G.M. – Temporary Display’ category, and nominations included work for United Biscuits and Unilever.
But it was our work for SCA’s Bodyform brand that shone on the night, in a glittering event that celebrated creativity, innovation and best practice in retail marketing.
“We were looking for genuinely innovative ways of increasing stand-out on-shelf,” explains Account Director Jess Harper. “We had an impactful on-pack promotion, but in a fixture not exactly known for its dwell time, we needed to shout as loudly as possible about it.”
The answer was ‘the Stopper’, a bus-stop style sticker attached to the pack, giving full and repeated visibility of the promotion from anywhere in the aisle.
“It’s such a simple idea, and such a small piece of POS, but one that effectively disrupts the shopper journey in a way that’s never been done before” she continues.
It also stood out for the judges. In an award category almost exclusively dominated by FSDU units, they described it as “simple, cost-efficient but so effective, this display has tapped into a brand’s need to create a distinctive on-shelf presence for its promotion without needing any additional space. An imaginative solution that’s focused on impact and compliance.Brands are crying out to find new ways of achieving standout on shelf and high compliance wishing this highly competitive and crowded environment. Blue Chip won the judges’ vote this year by delivering a clever on-pack display solution that did just that.”
Client Development Director Ian Morgan was there to watch the team collect the award. “This was our first ever entry into the POPAI awards, so you can imagine how thrilled we are to have won on our first outing. Now we need to push forward and develop the next big, or small but impactful, idea for next year.”
You can see the full shortlisted line up in this YouTube video.
You can find us at 3:03.