Click here to see the Awards criteria.
Coca Cola HBC & Tesco Ireland win ECR Shopper Marketing Award 2015
Coca Cola HBC and Tesco Ireland were voted as the award recipients for their "Christmas 360° Activation" highlighting the collaborative shopper marketing campaign during Christmas 2014. Underpinned by a Coca Cola Christmas truck tour, the initiative drove growth for Coca Cola and within their category athroughout Tesco stores.
Pictured is Annmarie Markey (Coca Cola HBC) and Ian Mahon (Tesco Ireland) receiving their award from Sarah Love (Goosebump)
This was the 1st ECR Shopper Marketing Award and indicative of the surge of activity in the area. Goosebump sponsored the Award and Sarah Love conducted a Q&A with all entrants on-stage.
Three other finalists were shortlisted for the award.
Brendan Nolan, Manor Farm showed how they re-invented the chicken category.
Lisa Devaney and Pilar Abad, Pepsico highlighted the impact that shopper marketing had for their Doritos Roulette launch.
Aisling Kelliher, Knorr, Unilever presented the "Coaeliac awaremeness Week 2015" initiative.
The Award winners also gain entry to the ECR Europe Awards. The 2013 winners, Green Isle & Tesco, were nominated as finalists for the ECR Europe Award 2014 while Richmond Marketing were also a finalist for the ECR Europe Award 2015 and recently presented at the ECR Europe Leader's Forum in Brussels in front of many senior European retailer & manufacturer executives.
Talysis scooped the ECR Category Management Award 2015 for "The Evolution of Shopper Research:Hunter / Gatherer to Hunting Gathering".
Ed Roberts, MD of Talysis outlined how they had worked with BWG Foods to carry out shopper research throughout their estate quickly, unobtrusively and at a low cost.
They achieved this by placing five WiFi receptors in each store which allowed them to track shopper instore movements and passing footfall. For the first time ever, relevant, bespoke, shopper insight was available to even the smallest of retailer including how many people walked past the store vs came in, where shoppers went and their duration at fixtures.
Consequently, BWG Foods can improve macro space planning, consider appropriate time of day merchandising and better schedule resources.
Pictured is Barry Carty, BWG Foods (Co-Chair ECR Ireland Shopper Workgroup) presenting the Award to Ed Roberts, Talysis.
Talysis were awarded the accolade ahead of fantastic presentations from Persil & HB.
Kathryn Dodd, Persil, Unilever illustrated how the Persil kits for school campaign had created value in the laundry category which is driven by 84% promotion.
Fiona Ryan & Julieann Evans, HB, Unilever presented HB's "aisle of joy" creating excitement and engagement in the frozen food aisle increasing sales accordingly.
⇒ ECR Ireland Category Management & Shopper Marketing Award 2014. The winners were Mars Ireland in Category Management and Topaz in Digital Award. Click here to view the information about the Awards.
⇒ ECR Ireland Category Management & Shopper Marketing Award 2013. The winners were Green Isle and Tesco.
⇒ ECR Ireland Category Management & Shopper Marketing Award 2012. The winners were P&G and Tesco.
⇒ ECR Ireland Category Management Award 2011. The winner was Cuisine de France. They showed that an effective category management strategy can be a game changer in modern irish retailing. You can see more information by clinking here.
⇒ ECR Ireland Category Management & Shopper Marketing Award 2010. The winner was Danone Baby Nutrition.