13th ECR Ireland Shopper Conference & Awards 2022

The Conference is renowned for the ECR Ireland Awards which showcase successful Irish activations that have positively influenced the consumer or shopper through category management, shopper marketing or digital shopper engagement from mid-2020 to today.

The Awards are very unique as all Award finalists presented their submissions online followed by a Q&A session afterwhich conference delegates voted for the Award recipient.  This is the only destination where demand side practitioners can learn from the presentations of successful case studies in Ireland.

2021 - Last years Awards

Winner - Ballygowan








Introduction to ECR Shopper Marketing Award

Michelle McGreal, Account Director, Goosebump


Peace Pop: Cookie Dough on the Go

Ciaran Brennan, Shopper Marketing Manager Ice Cream

Karen Murphy, Brand Manager, Unilever

Ben & Jerry’s is the #1 Brand in the In Home Luxury Ice Cream category in Ireland.
However the market share of out of home ice cream category was low.
For Ben & Jerry’s to grow it’s OOH market share we needed to introduce innovation in the chocolate snack sub category as this is the largest sub category in out of home ice cream. Our innovation came in the form of Peace Pop, a thick cookie dough centre in vanilla ice cream with chocolate chips dipped in a milk chocolatey coating.




Ballygowan’s Journey to Become Ireland’s Most Sustainable Water Brand

Orlagh Geraghty, Marketing Manager, Britvic Ireland

´╗┐Shifting Ballygowan from just one of many branded waters with nothing different to offer and just as sustainable as everyone else to being the most salient and relevant water brand in the Irish market and the most sustainable water brand in Ireland.


Tesco Own Brand Ice Cream Campaign 2021

Fiona Colley, Delta Group

´╗┐In partnership with Tesco Marketing, the Delta Group were tasked with designing, printing and installing in-store POS to launch Tesco’s own brand ice cream in the Frozen Category.  Locally produced in Cork, this campaign was designed to promote ‘buying local’, whilst rolling out across the entire Tesco estate.


Relaunch of Rockstar Energy Drink in the Irish Market – Disrupting the Big Can Energy Market

Carla Mooney, Shopper Marketing Executive, Britvic Ireland

Repositioning Rockstar with a new premium design to attract a wider audience of ‘Everyday Hustlers’. Supported with new look, new liquid and a new BTL + ATL campaign. Creating a charismatic and ambitious persona, Rockstar is for the strivers who seek progress every day.

Unleashing the Magical Gift of Guinness – Christmas 2020

Jill McCann, Head of Take Home Trade Activation, Diageo Ireland

Covid robbed us of a key moment of Christmas – the tradition of heading to the pub to share a pint of Guinness, to bond and reconnect with friends and family. Born from our insight the campaign GIVE THE GIFT OF GUINNESS was born. A gift which sparked communion, reconnection and the magic of Christmas in a time when we needed it the most, and in a way that only Guinness could.

Winner - Heineken & dunnhumby








Introduction to ECR Digital Path to Purchase Award
5 Top Tips for winning with the Omnichannel shopper

Eoghan Phelan, MD, V360


Optimising digital media screens in store

Holly Baldock, Customer Strategy and Innovation, dunnhumby
Debbie Mullaney, Channel Manager Modern Trade & E-Comm, Heineken

Retail continues to evolve creating an omni-channel experience.  Tesco introduced a network of 97 digital screens into the off-license last year.  Digital signage is still relatively new, and in grocery the vast majority of signage are paper.  The aim of the screens is to improve communication with customers, offer inspiration ontheir shopping trip, join up the digital presence happening online and bring it into the physical environment.  By creating a better instore experience, increase purchasing decisions and sales. Heineken identified an opportunity to build on this and further enhance the shopping experience through optimizing the screen network in Tesco.

Bulmers Secret Orchard

Siobhan Casey, Channel Planning & Effectiveness Manager, Bulmers

Alyson Clarke, Customer Marketing Manager, Bulmers

Our objective was to run a competition, as part of our When Time Bears Fruit campaign across our social & digital channels to drive engagement with consumers, and encourage them to pick up a pack of Bulmers when in-store/shopping online. We wanted to ensure that we covered every touchpoint along the digital path to purchase with this campaign.
Bulmers Secret Orchard is a seamlessly integrated activation which brought the brand idea to life using experiential whereby consumers could win a money can’t buy experience.

How have consumers changed?
How will shoppers behave post Covid?

Consumer & shopper insights have never been as relevant.  Consumer & shopper behaviour will change significantly throughout 2022 as people return to the workplace and solidify new post-Covid lifestyles.  We need to predict these changes and recognise category & lifestyle shifts.

Checkout the Killer Insights for 2022 from the panel below ...

Colm Rooney, Shopper Intelligence

Carol Curley, Musgrave Retail Partners Ireland

Mike Doole, Advantage Group

Fergus McCauley, IQVIA

Ruth Lloyd-Evans, Nielsen IQ

Category Assessment : International Best Practice

Sofia Allerby, GS1 Germany

Trainer for ECR Ireland CatMan Training Courses

Category Assessment is Step 3 of the ECR 8-step approach to Category Management concerned with identifying the category's growth potentials and shows ways in which it can be realised.  Current international best practice focusses on using the "Value Potential Exploitation" method to do so which determines the growth potential of the category with a direct comparison between competitors while using a "Controlling Tree" to oversee the process.  Sofia will explain the benefits of doing so and who uses this method accordingly.

Attending the ECR Shopper Conference & Awards is must-attend for all demand side practitioners.

SHOPPER MARKETERS, who are looking for best practice in shopper marketing and how others are tackling the current and future challenges of engaging the shopper, wherever they are shopping.

CATEGORY TEAMS, who need to understand the latest thinking in category management and how it is being exploited to take advantage of the latest shopper and retail trends.

MERCHANDISING AND POS TEAMS who want to understand how to work better in partnership to ensure best in class initiatives and implementation.

NATIONAL ACCOUNT MANAGERS who need to understand the latest shopper insights and the cause & effect of multi dimensional campaigns on product sales.
...from all businesses involved in shopper engagement:

MANUFACTURERS, looking to create innovative digital & shopper marketing strategies that are compelling to their retail customers

RETAILERS, who are seeking inspiration to deliver category growth across formats large and small, online and offline

SOLUTIONS PROVIDERS, looking to better understand the challenges and opportunities for their clients

Hear insights on consumer & shopper specific to Ireland.

Vote in the ECR Awards!