Retail marketing campaigns that stop shoppers at the point of purchase and straddle several different touch points were the heroes at this year’s Shop! ANZ Retail Marketing Awards, held last night at Sydney’s Doltone House Jones Bay Wharf.
The Shop! Retail Marketing Awards showcase the ingenuity and success of the Australian and New Zealand retail marketing industry, with entrants awarded Gold, Silver, and Bronze accolades across 27 categories, spanning both physical displays and shopper experience.
While retail marketing has always sought to bring brands to life along the path to purchase, this year’s entries demonstrated that engaging consumers hearts and minds is key to driving purchase.
The Sapporo Win this Fish Integrated Path to Purchase promotion took a creative idea and turned it into reality, winning the Tom Harris Retail Marketing Award (Best in Show) and Best Shopper Experience prizes. Masterminded by Sunday Gravy and Immediate, it offered Sapporo Premium Beer drinkers the opportunity to win a trip to the famous Toyosu Fish Market auction in Tokyo to bid on a yellowfin tuna and have it prepared in a high-end sushi restaurant with Sapporo Beer.
Among the New Zealand winners this year was Raydar, winning Silver for Produced in ANZ. Farrimond took home Bronze for Trumpet’s 60th birthday campaign.
The largest category of the Awards this year was Grocery (Food) – Temporary display – a reflection of the importance physical displays have in the retail environment when it comes to influencing purchase. This category was won by IVE Group for General Mills’ Haagen Daz + Old El Paso at Lamanna; followed by 5P Group’s Halloween 2024 for Mars Wrigley with Silver, and Bronze going to Lithocraft’s Pepsi Epic Rebrand for Asahi.
Occasion-based campaigns have also gained prominence instore over the last 12 months, with the biggest showing of these campaigns seen in the history of Shop! ANZ’s Awards. As a result, this category was split into Display and Campaign, with 5P’s Greenies Christmas Pallet for Mars Wrigley and PepsiCo and Uber’s Premium Chips with Alcohol pairings with The Ship winning Golds respectively for Display. For Occasion-based Shopper Campaign, Gold went to PepsiCo and Uber with The Ship for Premium Chips – The perfect pairing with alcohol: Silver to Heineken Fires on all 6x Cylinders by PMG for Lion; and Bronze to VML and Affinity for Lion’s XXXX Locate the Tin to Win.
Among the most competitive categories was Integrated Path to Purchase, won by the Sapporo Win This Fish promotions. Following up with a Silver for the category was the renowned Dan in Dan’s take over of Dan Murphy’s by Pernod Ricard with The Idea Shed; and 31ST and D2C won Bronze for Sanitarium’s Weet-Bix Coco Bites launch.
With many businesses becoming more considerate of the environment and the soundness of their marketing activities in this respect, in 2025 Shop! ANZ elevated the Environmental Stewardship Award, formerly an overarching category, standalone. Sponsored by HH Global, Gold went to Pets Make a House a Home by IVE Group for Real Pet Food; Silver also to IVE Group for Woolworths’ 4 Way Plywood Display; and Bronze to Mars Wrigley’s Sustainable Core Towers program for Mars Wrigley.
Carla Bridge, Shop! ANZ General Manager, said the standard of retail marketing over the last 12 months had seen a noticeable improvement, with a record number of judges providing feedback on the strong calibre of work submitted in the entries.
“The 2025 Awards have been the most competitive we have seen to date, which really reinforces just how important an effective retail marketing campaign can be to retailers and brands alike,” said Ms Bridge.
“Businesses are having to work much harder and take more creative, clever approaches to coax customers to part with their cash in the current financial environment, so they’re leaning in harder than ever before on their marketing to do this job for them.”
To view the 2025 Shop! Marketing at Retail Awards entries and images, visit the Shop! website, www.shopassociation.org.au
| Category | Gold | Silver | Bronze |
| Large or Department Store | Energizer Permanent Interactive Destination for Mitre 10 – POP This! for Energizer Australia | Greenies Christmas Pallet – 5P Group for Mars Wrigley | Lego Unstoppable Play Display – IVE Group for Lego Australia |
| Grocery Store (Food) Temporary Display | Haagen Dasz + Old El Paso at Lamanna – IVE Group for General Mills | Halloween 2024 – 5P Group for Mars Wrigley | Pepsi Epic Rebrand – Lithocraft for Asahi |
| Grocery Store (Food) – Permanent Display | KitKat Front of Store Display – Nestle with Pop Star Creative | Woolworths Plywood 4 Way Display – IVE Group for Woolworths | Evian Glorifier – ID POP for Stuart Alexander |
| Grocery Store (Non-Food) | Lynx Fine Fragrance New Range Launch – Indicia Worldwide with Styleprint for Unilever | Gifting Christmas – ID POP for InComm Payments | Rapid Display Bin – Sensodyne – Haleon with Bluestar NZ |
| Liquor | Heineken Stands out for the F1 – IVE Group with PMG for Lion Nathan | Every Day in Winter was a Lovely Day for a Guiness – IVE Group with PMG for Lion Nathan | Espolon RTD Launch – 31ST for Campari Australia Asahi Skill Tester Off-Location Display – Communicado with Lithocraft for Asahi Group – CUB |
| Petrol, Convenience & Route | Ampol – Amplify Fuel Flip – Styleprint for Ampol | Ryde Fridge Caddy – IVE Group for The Waterstreet Collective | Extra Gift with Purchase – 5P Group for Mars Wrigley |
| Health & Beauty – Temporary Display | Mecca x Glossier AU Launch Flagship – Red Exhibitions for Mecca | ST. SAJ Brand Launch – Style Print for ST. SAJ | Elizabeth Arden 8 Hour Display – POP This! for Revlon Australia |
| Health & Beauty – Permanent Display | Trinny London Emporium – Intuospace with Creative Activation for Trinny London | Revlon Lustrous Lipstick Table – EDA Australasia for Revlon Australia | Care Travel ‘Just in Case’ Display |
| Consumer Electronics | HP ENVY X360 Endcap – D2C for HP | Microsoft Flagship Xbox Indiana Jones Experience – Point Retail with Spark for Microsoft | Harvey Norman Gaming Display – IVE Group for Harvey Norman |
| Specialty Retail, Lifestyle & Service Providers | M&M’S Colourworks – Mars Wrigley | Halo – Intuospace for Fluidra Group Australia | Prime Video Primeville Sweetspot SXSW 2024 – Point Retail with Spark for Microsoft |
| Window Displays | Microsoft Flagship Xbox Indiana Jones Window Display – Point Retail with Spark for Microsoft | R.M.Williams – Give me Home – Dashing Group for R.M.Williams | Mecca x Sol De Janiero Delicia Drench Launch – Red Exhibitions for Mecca |
| Store Design | Country Road Christmas – IVE Group for Country Road Group | Myer Christmas 2024 – IVE Group for Myer | North Brisbane Pool Care Shop – Intuospace and Fluidra for North Brisbane Pool Care Shop |
| Retailer Exclusive – Display | Microsoft Flagship Xbox Indiana Jones Interactive Display – Point Retail with Spark for Microsoft | Lynx Fine Fragrance 24-Hour Takeover of Woolworths Town Hall – Styleprint with Cartology for Unilever | Microsoft Xbox | Forza | Jordan Collab – Point Retail with Spark for Microsoft |
| POP This! Retail Industrial Design – Temporary Display | Lynx Fine Fragrance 24-Hour Takeover of Woolworths Town Hall – Styleprint with Cartology for Unilever | Country Road Christmas – IVE Group for Country Road Group | Microsoft Flagship Xbox Indiana Jones Interactive Display – Point Retail with Spark for Microsoft |
| POP This! Retail Industrial Design – Permanent Display | HP ENVY X360 Endcap – D2C for HP | Microsoft Xbox | Forza | Jordan Collab – Point Retail with Spark for Microsoft | Halo – Intuospace for Fluidra Don Julio 1942 Permanent FSDU – HH Global for Diageo |
| Centrum Group Produced in ANZ | Lego Unstoppable Play Display – IVE Group for Lego Group | Pepsi Rebrand Display – WWNZ – Raydar for Suntory Oceania | Seed Child Easter – Styleprint for Brandbank Group |
| Expo Display | Trouble & Trix – The Purrrfect Match – D2C for Masterpet | Samsung at Telstra Frontline Expo 2024 – Intuospace with Cheil for Samsung Electronics | Enphase all-energy expo cardboard house – Opal for Enphase Energy |
| HH Global Environmental Stewardship | Pets Make a House a Home – IVE Group for Real Pet Food | Woolworths Plywood 4 Way Display – IVE Group for Woolworths | Sustainable Core Towers – 5P Group for Mars Wrigley |
| Digital | Uber Eats – Premium Chips with Alcohol Pairings – PepsiCo & Uber with The Ship | XXXX Locate the Tin to Win – VML with Affinity for Lion | Trumpet 60th Birthday – Farrimond for Tip Top NZ |
| Field Marketing | DJI’s Retail Field Marketing Program – Crossmark for DJI | Panadol ‘Tummies’ Demonstration Kit – IVE Group for Haleon | Kinder Tronky Hybrid Sampling Station – D2C for Ferrero Australia |
| Experiential | Liquid I.V. Stepped Up Australia’s Hydration – The Live Agency with Fleishman Hillard for Unilever | Prime Video Primeville Sweetspot SXSW 2024 – Point Retail with Spark for Microsoft | Weet-Bix Coco Bites Sydney Luna Park Takeover – 31ST and D2C for Sanitarium |
| Sales Promotion | Your First Aperol on Us – Pink Zebra Technology for Campari Australia | Sapporo Win This Fish Promotion – Sunday Gravy with Immediate for Sapporo Premium Beer | Perfect Italiano ‘Fakeaway’ Campaign – 31 ST for Fonterra Oceania |
| Occasion-based Display | Greenies Christmas Pallet – 5P Group for Mars Wrigley | Back to School Jan 2024 – George Weston Foods – Tip Top with id8 Studio | Myer Christmas 2024 – IVE Group for Myer |
| Occasion-based Shopper Campaign | Premium Chips – The perfect pairing with alcohol | Heineken F1 Fires on all 6x Cylinders – PMG for Lion | XXXX Locate the Tin to Win – VML with Affinity for Lion |
| Integrated Path to Purchase Campaign | Sapporo Win this Fish Promotion – Sunday Gravy with Immediate for Sapporo Premium Beer | Dan in Dan’s Takeover- Pernod Ricard with The Idea Shed | Weet-Bix Coco Bites Launch – 31ST and D2C for Sanitarium |
| Category Management | Epay Gift Card Destination Endcap – ID POP for Epay Australia | Harvey Norman Gaming Display – IVE Group for Harvey Norman | – |
| Retail Media | M&M’S presents ‘The Witching Hour’ -Mars United Commerce for Mars Wrigley | Mutti – Cartology for Mutti | Lynx ANZ – Cartology for Unilever |
| Retailer Exclusive Campaign | M&M’S presents ‘The Witching Hour’ -Mars United Commerce for Mars Wrigley | MCoBeauty Big W Exclusive – Cartology MCoBeauty Kellogg’s Corn Flakes 100 Years Coles Exclusive Celebration – The Mix Agency with ID POP for Kellanova Australia | Breathing new life to the camera category – Canon and The Good Guys – Canon Australia with Breathe Create |
2025 Shop! ANZ Pinnacle Award winners
| Award | Winner |
| People’s Choice | Kraft Heinz Footy Finals Campaign HH Global for Kraft Heinz |
| Best Design & Innovation | Country Road Christmas IVE Group for Country Road Group |
| Best Shopper Experience | Sapporo Win this Fish Promotion Sunday Gravy with Immediate for Sapporo Premium Beer |
| Best Display | Energizer Permanent Interactive Destination for Mitre 10 POP This! for Energizer Australia |
| Tom Harris Retail Marketing Award (Best in Show) | Sapporo Win this Fish Promotion Sunday Gravy with Immediate for Sapporo Premium Beer |
