Every year, the Licensing Awards takes place and looks to seek out the most dynamic, innovative, consumer-reflective, intelligent and prestigious licensed promotions out there AND we’ve been lucky enough to win another award for our Plenty Incredibles 2 on-pack promotion in the ‘Best Licensed Promotions Campaign’ category… which is just fantastic news!
2018 was a tough time for the premium paper brand as the category was in decline (total paper in 2% decline), and brands were feeling the pinch from our own label.
Plenty needed to trigger a step-change significant enough to shift the needle on volume and value, and defend against negative market effects. But they faced three significant challenges:
Plenty needed to bring more family shoppers into the brand, driving volume growth via trial, securing one promotion or key feature space in Plenty’s top 4 accounts and ultimately, defend the brand. The campaign offered shoppers the chance to WIN 1 of 10,000 Incredibles 2 plush toys, plus a Superhero Family Adventure to New Zealand, which was a partnership with Disney Pixar.
All in all, a very successful campaign that both the brand and Blue Chip are incredibly proud of… and as you can tell, a thoroughly well-deserved win for Plenty and Blue Chip!