It’s been a busy few months here at XPO:The Mars Agency and we have had the fantastic opportunity to have our work recognised by our industry body SHOP! both locally and globally. We are absolutely stoked to share some insight into our winning campaigns.
SHOP! ANZ 2022 Retail Marketing Awards
One Pan Eatery
Gold for Store Design and Silver for Experiential
To launch the breakthrough Heinz One Pan range, which allows consumers to make restaurant-quality risotto, cous cous and paella in one pan in just 10-11 minutes at home, we created the One Pan Eatery in the iconic Mess Hall on Bourke Street. The pop-up restaurant launched by Masterchef Pete Campbell invited consumers to come in for a unique “do it yourself’ dining experience to discover how delicious frozen food can be thanks to Heinz One Pan.
The weeklong pop-up shop served up 415 covers and 1700 samples, while generating over 200,000 physical impressions, 1.9 Million impressions via earned media and 2.2 Million impressions via Open Table, Influencers and social media.
M&Ms Screen Masters
Silver for Sales Promotion
The Mars Wrigley team wanted to shake up their annual on pack consumer promotion and start targeting brand experiences around the key consumptions occasion “shared screen time.” We took the best parts of global Mars Wrigley consumer promos and stitched together the ultimate digital engagement consumer promotion; Screen Masters, an online play-to-win trivia game based on iconic movies and TV shows. After purchasing and entering the instant win, players were encouraged to make their way to the top of weekly leader board to win a home entertainment package.
The promotion attracted incredible loyalty & consumer engagement during 6-week period.
835 Hours (23,100 rounds and 3,076,209 questions) played. With ~5000 instant win entries the campaign saw a +47% Growth of Large Bitesize in Mass & Value & +17% Growth in Grocery.
SHOP! Global 2023 Awards
Queen Baking Wonderland
Gold in Specialty Store Concept
Following taking out silver in Experiential and the Gold, Pinnacle for Best Design & Innovation and the Tom Harris Retail Marketing award at the 2021 SHOP! ANZ Retail Marketing Awards we had the fantastic opportunity to take this to the SHOP! Global Awards.
Queen Baking Wonderland – a 2 week-long pop-up shop that housed vanilla buttercream icing masterclasses for kids and adults. Working with a very limited production budget, we took over an ex-shoe store at Broadway Shopping centre at the start of the Christmas School Holidays and transformed it into a vibrant and fun food-safe kitchen so attendees could follow Emilia Jackson’s Masterclass from start to finish.
The space included a variety of temporary graphics, styling, brand experience assets, photo moments as well as fundamental “cooking class” hardware such as commercial kitchen benchtops, Queen red SMEG mixers and educational screens. The space secured 69% pre-bookings prior to opening saw a 67% conversion to purchase of Queen vanilla paste for adult attendees.
A big thank you to our amazing clients for bringing us these amazing projects to work on.
