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5. CONFECTIONERY

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Entry Title Cadbury Premier League Stadium Display
Category 5. Confectionery
Company Name Total Marketing Support
Client Company Name Mondelez International
Entry Number 05-001
Year Entered 2018
What was included?
Front of store display containing 5 FSDU with bespoke headers and overall arch
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Target Environment
grocery front of store
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Materials
strength of display to maximise stock holding, and create in store theatre and excitement
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Objectives
communicate the Cadbury sponsorship of the Premier League & the promotion to win free tickets to Premier League matches
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How it achieved objectives?
Part of the multi-channel campaign across wholesale, IC, grocery, this particular display featured across 500 grocery retail outlets across UK. Total Cadbury category grew by 7% over promotional period. 137,000 unique visitors to Match & Win website 90% volume execution across campaign
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What features of the entry make it innovative?
3D header card helps drive the impression that you're on the football pitch inside the stadium. Entire display was shipped in only 2 boxes to minimise freight costs and ease of asssembly.
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Entry Title Cadbury Premiership Display Archway
Category 5. Confectionery
Company Name Total Marketing Support
Client Company Name Mondelez International
Entry Number 05-002
Year Entered 2018
What was included?
Freestanding archway to celebrate the Cadbury sponsorship of the Premier League
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Target Environment
Grocery & Wholsale
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Materials
Lightweight and strong. Easy to erect and stable.
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Objectives
Communicate the Premier League sponsorship & consumer promotion (wine tickets to Premier League Games)
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How it achieved objectives?
As part of the Premier League campaign, we produced a stunning arch to both communicate the promotion and hold stock weight. The display is quick to erect and provides string impact in store. The archway can be expanded/contacted to fit any aisle/end cap size.
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What features of the entry make it innovative?
As part of the Premier League campaign, we produced a stunning arch to both communicate the promotion and hold stock weight. The display is quick to erect and provides string impact in store. The archway can be expanded/contacted to fit any aisle/end cap size.
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Entry Title Diwali Gold Centrepiece
Category 5. Confectionery
Company Name InContrast/STI Line
Client Company Name Ferrero UK Ltd
Entry Number 05-003
Year Entered 2018
What was included?
The golden Diwali centrepiece, mounted on a clear pole.
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Target Environment
ASDA and Tesco in October 2017, during the run up to Diwali - the Hindu festival of lights.
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Materials
Challenge 1: Construction, stability and use of space. The Diwali flame idea was originally conceived as a simple 2D sketch. Converting the flat concept into a visually arresting 3D unit that is appealing from all angles required considerable development, especially to keep the weight down and avoid....
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Objectives
•Create a beautiful beacon that reflects the premium nature of the brand, captures the essence of Diwali, excites retailers and successfully disrupts shoppers from a distance. •Tap into shopper motivations: shoppers are looking to buy the perfect Diwali gift for friends and family. Position Ferrero ....
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How it achieved objectives?
“This eye catching themed display did a fantastic job of reinforcing the premium and luxurious credentials of Ferrero Rocher around the hugely important Diwali event. We saw great traction from the placement of these displays and are extremely happy with the results.”Julia Macdonald, Assistant Brand....
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Entry Title Ferrero Grand Rocher
Category 5. Confectionery
Company Name InContrast/STI Line
Client Company Name Ferrero UK Limited
Entry Number 05-004
Year Entered 2018
What was included?
Giant Ferrero Grand Rocher with cutaway detail.
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Target Environment
Multiple grocers.
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Materials
- E-flute basic structure, printed brown to blend with design. Chosen for lightness and strength. - 600 micron FBB in hot gold foil for tags, ribbon, chocolate, little Ferrero Rochers and cups. Selected for light weight and ability to curve smoothly. - 170 mic FBB in hot gold foil for top bow. Ultra....
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Objectives
Prime objective: shopper education. Shopper research showed that the Grand Ferrero Rocher product was confusing. Shoppers were unsure whether it might be a giant Ferrero Rocher filled with praline, or a case filled with smaller Ferrero Rochers, and this was causing confusion. A strong piece of POS w....
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How it achieved objectives?
Grand Rocher was an innovative way to educate shoppers. Visual not verbal, it used height instead of width and depth to achieve its aims. Distinctive shape and gold colour is unmistakably Ferrero Rocher. It capitalised on brand awareness and recognition to draw shoppers in. "The Grand Rocher centrep....
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Entry Title GODIVA CONFECTIONERY SUPERMARKET SHOWCASE
Category 5. Confectionery
Company Name SDI Displays
Client Company Name Pladis
Entry Number 05-005
Year Entered 2018
What was included?
A shelf mounted, branded display. Two versions were created, a full size and half size bay, to suit as much of the retailers estate as possible.
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Target Environment
Sainsburys supermarkets, through an exclusive deal.
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Materials
A combination of pre-finished MDF to give a strong, durable, clean structure, enhanced with clear acrylic product holders and shelves. Completed with premium, reverse printed PETG graphics. The intention was to create a cost effective display stand, that through the use of premium graphics, would st....
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Objectives
GODIVA, A PREMIUM CONFECTIONERY BRAND, CURRENTLY MARKETS IN BESPOKE STORES ONLY. A DRIVE TO EXPAND INTO MULTI-CHANNEL RETAIL, CREATED A RELATIONSHIP BETWEEN GODIVA AND SAINSBURYS. A DISPLAY WAS REQUIRED TO SHOWCASE THE BRAND IN A SUPERMARKET ENVIRONMENT. IT NEEDED TO DRIVE SALES THROUGH STAND OUT IN....
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How it achieved objectives?
• DESCRIBE IF IT WAS PART OF A WIDER MARKETING CAMPAIGN. The launch was exclusive to JS so national ABL campaigns were not possible, however the launch was supported by targeted outdoor media, showreels in Everyman cinemas and exclusive events such as Gingerline. All active. • IN SITUATIONS WHERE DI....
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Entry Title goodnessKNOWS front of store unit
Category 5. Confectionery
Company Name Augustus Martin Limited
Client Company Name Mars Wrigley Confectionary
Entry Number 05-006
Year Entered 2018
What was included?
goodnessKNOWS Front of store display – comprising of 4 freestanding units, high level pelmet and 3D header
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Target Environment
Medium Traffic Convenience
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Materials
The goodnessKNOWS FOS Unit materials and manufacturing process was chosen based on the design of the display, length of time the unit was instore, position of unit instore, the weight of stock the unit was required to hold and the route of delivery to store. The four units were produced litho mount ....
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Objectives
• Launch Mars’ “New Snacking” brand instore with maximum standout, showcasing various pack formats, product taste and appeal aswell as the multiple flavours the brand offers. • Drive ROS of the New Snacking Category • Provide differentiation in display that our competitors don’t. • Introduce and eng....
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How it achieved objectives?
The unit was part of the goodnessKNOWS national brand launch for Mars Chocolate UK. This was a key launch for the business as it was Mars Chocolates biggest new brand launch since Celebrations and the businesses first step into the “New Snacking” category. For a large instore activation, the retaile....
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Entry Title Lindt Treatbar Tower
Category 5. Confectionery
Company Name Creo
Client Company Name Lindt
Entry Number 05-007
Year Entered 2018
What was included?
This is a freestanding shelved unit in the shape of a Lindor Treatbar.
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Target Environment
Tesco - small format / convenience store and main estate.
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Materials
The unit is constructed entirely from NE Flute as the design requires precise creasing to work effectively. NE flute also provides an excellent print finish along with a high strength to cross section ratio.
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Objectives
- Drive awareness of a relatively new snacking brand that is securing its place in the market, in particular within convenience and food to go areas - Drive visibility in store and shop-ability of a snacking line that could easily be lost on shelf against so many competitors
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How it achieved objectives?
To gain stand out in this competitive environment we designed the unit to be in the shape of the treatbar itself to cause disruption and to highlight the brand to raise awareness. The unit was also designed to have a small footprint to ensure it would secure space in convenience and food to go areas....
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Entry Title Malteaster Campervan
Category 5. Confectionery
Company Name Augustus Martin Limited
Client Company Name Mars Wrigleys Confectionary
Entry Number 05-008
Year Entered 2018
What was included?
Malteaster Campervan – comprising of a modular display, header and 3D wheel
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Target Environment
Impulse, convenience & value retailers
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Materials
The Malteaster campervan unit materials and manufacturing process was chosen based on the design of the display, length of time the unit was instore, position of unit instore, the weight of stock the unit was required to hold and the route of delivery to store. The front, sides and back of unit were....
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Objectives
1.To produce a novelty unit that increases a higher distribution and ROS of all Mars Easter products. 2.A unit that has the ability to display the full range of products from large Easter eggs down to small sharing bags such as Golden Egg & MaltEaster mini bunnies 3.To produce desirable and impactfu....
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How it achieved objectives?
The Campervan unit was produced as part of the MaltEaster marketing campaign running from January to March. The campervan took the look and feel of one of Mars novelty products – the MaltEaster campervan which holds standard and mini bunnies – which helps reinforce the brand message instore. The uni....
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Entry Title Malteaster gondola end topper
Category 5. Confectionery
Company Name Augustus Martin Limited
Client Company Name Mars Wrigley Confectionary
Entry Number 05-009
Year Entered 2018
What was included?
Gondola end topper with extendable features to enable fitting to various shelf sizes, with 3D shelf dividers & clear polyprop product retainers.
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Target Environment
Multiple Impulse and Convenience.
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Materials
Materials and manufacturing process were chosen based on the design and functionality of the display, run length, length of time the unit was instore and weight of stock. The unit was produced litho mount to E flute MG corrugated, die cut to shape and part assembled. The print process ensured best d....
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Objectives
- To streamline efficiencies in print across POS - To drive further execution in existing customers, aiming to increase the amount of Gondola End space Mars win instore. - Achieving maximum brand visibility - Connect shopper to the brands - To drive better compliance instore - To increase Mars insto....
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How it achieved objectives?
Mars Chocolates initial use was a test and learn as part of a new variant launch to see if the business could better streamline our execution of POS within our Convenience and Impulse Channels. Due to the test success, the business wanted to leverage the learning to help drive better and wider execu....
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What features of the entry make it innovative?
The main feature of the GE Topper is that the unit can detract and expand quite dramatically to meet the multiple gondola end footprints the Impulse channels have. The feature was introduced to allow a one size fits all approach, enabling Mars as a business to drive efficiencies in print through str....
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Entry Title McVitie's Merry Biscuits Sleigh
Category 5. Confectionery
Company Name Smurfit Kappa Display UK
Client Company Name Pladis Global
Entry Number 05-010
Year Entered 2018
What was included?
Sleigh Back with 3D Santa Factice Sleigh Front
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Target Environment
This display was produced specifically for a grocery retailer, with the aim of creating additional Christmas theatre and improving the shopper experience. It was placed at the front of store, bringing a sense of Christmas indulgence and cheer to the standard practical merchandised biscuit units, at ....
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Materials
The display is constructed entirely from EB corrugated fibreboard, digitally printed on both sides using an HP1700 and die cut on a flatbed platten. It was carefully hand glued and delivered in a flat-packed corrugated outer with simple assembly instructions. The sleigh front and back were easy to a....
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Objectives
The Pladis corporate brand theme for Christmas 2017 centred on traditional Christmas items, including wreaths, grottos and classic festive scenes. This presented a great opportunity to incorporate the ‘Merry Biscuits’ theme, promoting the perfect biscuit assortment for sharing during the festive sea....
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How it achieved objectives?
Design We used an iconic sleigh shape to evoke the traditional Christmas theme, enhanced by a fun and friendly 3D Santa. The sleigh structures were created from a simple flat-packed kit that could be built very easily in store with no expertise required. The modular nature of the sleigh front and ba....
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Entry Title Mentos Say Hello CTU
Category 5. Confectionery
Company Name Impact Creative Partnership Limited
Client Company Name Perfetti Van Melle-PVM UK
Entry Number 05-011
Year Entered 2018
What was included?
Mentos ‘Say Hello’ 2 tier counter top unit
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Target Environment
Convenience & Major Multiples
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Materials
We used high card for within a retail environment. The POS needed to be robust and visually effective in order to maintain its position in store for the 1 month period where our products were featured. The cardboard was durable, the print quality was visually impactful and the level of detail was ou....
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Objectives
Mentos is all about making fresh connections, we actively encourage people to step out of their comfort zones, to break the ice and make connections with new people. Our limited edition ‘Say hello’ mint and fruit Mentos offer fun challenges for different ways to say hello or simply connect and have ....
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How it achieved objectives?
Our two Tier unit delivered +41% sales uplift on Mentos Mint roll and +7% on fruit roll. Considering the Mint market and singles market are under extreme pressure, this was a fantastic result for our hero SKUs. We received fantastic feedback from our field team who were tasked with siting the units ....
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Entry Title Mondelez EasyRep FSDU
Category 5. Confectionery
Company Name Smurfit Kappa Display UK
Client Company Name Mondelez Europe Procurement GmbH-UK
Entry Number 05-012
Year Entered 2018
What was included?
Freestanding Display Unit Body & Header
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Target Environment
The EasyRep FSDU was sited in multiple retailers, mainly convenience-sized stores. These included Co-op, Tesco, Sainsbury’s, Waitrose, Morrisons, Asda, and many more. The unit was positioned usually at the mid/end of aisle and at the till point. Essentially, it has been designed to meet UK retailers....
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Materials
Using Kirigami-inspired innovation, the EasyRep design redefines the ‘shelf’ with a rib system integrated into the display walls. The unique characteristics of the display dramatically improve performance, from production to end-of-life. Multiple components are replaced with an integrated body and s....
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Objectives
Mini Egg bags have been the UK’s bestselling Easter product for the past five years running, with a POS volume being one of the highest of any UK product. POS in this volume – >20K – with a limited implementation period presents its own set of unique challenges and opportunities. Mondelez had alread....
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How it achieved objectives?
We rose to the challenge and achieved all of the above. Our display test protocol ensured the durability required to withstand long periods of storage, followed by transport and then the retail environment. There were no reported failures on 24,000 displays. When comparing 2017 to 2018 the EasyRep d....
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What features of the entry make it innovative?
EasyRep’s numerous innovative features all stem from its unique Kirigami-inspired rib design. There have been no major transformational changes in FSDU shelf design for many decades, but the EasyRep has broken this trend in an evolutionary leap. Essentially, we have harnessed the principles of simpl....
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Practices employed in the design stage of the project that reduced the environmental impact of the display?
Our challenge was structural. We had a market-proven display solution with MiniAble, proven over six years with huge production volumes. However, year-on-year improvements in sustainability and cost reduction had taken this design to its performance limitations. Along with Mondelez, we were determin....
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Materials used and how the production process helped reduce the environmental impact?
From the outset, we wanted to make the EasyRep from high-percentage recycled content which is also 100% recyclable. To achieve this, we used Mono material, which met both of these criteria. Large production volumes inevitably create large amounts of spent corrugated board for the retailers to handle....
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How have changes made to the physical infrastructure impacted upon production, such as reduced utility consumption, reduced wastage/waste treatment and improved process control.
By reducing the number of components from 14 to just 5, we stripped out multiple set-ups and movements/touch points within our production facility. With our two-part joiner direct feeding our folder gluer machine, the EasyRep production process is substantially more efficient in both energy and wast....
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How has the supply chain included in the process driven environmental efficiencies?
The integrated body design drove the component reduction, which in turn drives logistical and storage efficiencies. Compared to its predecessor, the material weight reduction was over 1kg per display and the lorry load efficiency was increased by 56 displays per lorry. Over the 24,000 displays, this....
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The role that installation and fulfilment played in reducing the environmental impact and how changes in practices were employed.
As a prefilled display, the installation of the EasyRep is mostly fixed. A key driver for the EasyRep was the idea of reuse and replenishment on the shop floor, which has the potential to double or triple the amount of stock sold through one display. This extended lifecycle ethos is significantly mo....
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Entry Title Nestle KITKAT New York Cheesecake
Category 5. Confectionery
Company Name Creo
Client Company Name Nestle
Entry Number 05-013
Year Entered 2018
What was included?
Free Standing Unit
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Target Environment
Convenience, High Street, Service Stations
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Materials
- Main unit and shelf supports – litho printed onto 150gsm gloss, mounted to B150WT, die cut and glued - Cladding - litho printed onto 150gsm gloss, mounted to E150WT, die cut and glued - Stands assembled together and flatpacked into a die cut , printed outer with a zipper rule opening for ease - We....
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Objectives
The key marketing objectives were: - Drive awareness of the new New York Cheesecake variant of KITKAT Chunky - Help deliver a cohesive and impactful launch across every consumer and shopper touchpoint
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How it achieved objectives?
The British public has been having a break with KITKAT since 1935 and KITKAT Chunky was successfully launched in 1999. Over the years KITKAT Chunky has been innovated to deliver exciting new flavours. The launch of KITKAT Chunky Cookie Dough in 2016 was the biggest chocolate singles launch that year....
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Entry Title Oreo Dunked- Submarine Pallet Display
Category 5. Confectionery
Company Name Easypack/POP Displays Group Limited
Client Company Name TMS (Total Marketing Support)
Entry Number 05-014
Year Entered 2018
What was included?
The structure is a freestanding, temporary, corrugated display, shipped to store flat without stock, in a self-contained transit outer.In store the unit was assembled around a full UK pallet of Oreo stock, with additional creative elements added at the front and rear to accentuate the design, and ho....
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Target Environment
The entry’s targeted retail environment was very much integral to the initial customer brief.The display was a retailer specific solution for Tesco stores.The primary aim of this display was to gain new front of store retail positions in larger Tesco Extra stores, which have previously not been open....
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Materials
The client requirement was for a temporary POS display, primarily utilising corrugated material.This material choice and the associated manufacturing costs resulted in a unit price that allowed a financially viable promotion given that the display would be sited in stores for a fixed 4 week promotio....
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Objectives
The key marketing objectives were to ensure that the display clearly promoted the Oreo brand, communicated the on pack ‘Dunk & Win’ activation, was easy to erect in-store and also have retail stand out. It was equally important that from a consumer perspective, the display was shoppable from all sid....
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How it achieved objectives?
The display successfully and strongly achieved its marketing goals in the store environment. The distinctive Oreo brand’s cues were clearly communicated all over the submarine, the cookie, Oreo blue and the logo. The submarine is completely original and ‘dunking’ into a sea of milk it links perfectl....
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