FMBE Awards 2021: Sales Campaign of the Year

Sponsored by TeamHaven

TeamHaven’s software and mobile app enable brands, field marketing agencies, manufacturers, logistics and construction companies plus many more, to execute, manage and report on field activities efficiently.

What a fantastic, competitive category to start off with.

BRONZE – Green Field Marketing, Dale Farm

The bronze award was a triumph for strong regional connections, a sales success in Belfast for an agency newly rebranded after a management buyout but which enjoys an established reputation. That reputation was consolidated with Belfast-based Dale Farm, a client who loved extending the relationship to a deeper and more strategic one – with dynamic sell through results. One judge noted that he was “very impressed by the category led solution.”

SILVER – Big Picture – Xiaomi

The rapid advance on market share made by Xiaomi impressed all of our judges. This sales team had a very modern feel and a great blend of online and offline routes to success. One judge commented “Excellent results in what is a very crowded market. Objectives were clear and the activity solution very fit for purpose.”

Xiaomi is clearly a brand with a growing reputation amongst consumers and shoppers and in Big Picture has found an agency that really embraces the content capabilities of the handset. The field team has a highly accountable effect on those increasing sales.

GOLD – REL Field Marketing – Alpro

Alpro was a rare case of an entry paper that every judge put in first place with everyone impressed by the clear mission to use field sales to help the brand crack the wholesale and convenience sector with the same level of dominance that it enjoys at grocery and forge new levels of sales success in a buoyant time for plant-based products.

Judges loved the way that the team hit the growth wave at just the right time and helped to accelerate it. The plant-based category saw 70% growth in the convenience channel from 2020 -21 and Alpro’s market share dominated, increasing by 25% to 72.9%. It was clear from the entry paper that the field sales team and its strategy was key driver of this success.

Scott Munkley Field Sales Controller, Alpro testified:

“The REL team has really accelerated Alpro growth within the Wholesale and Convenience channel since launch in 2020.We have seen phenomenal growth in our distribution numbers within independent convenience, with the REL team really closing gaps in that white space but just as importantly providing education for retailers for what was a relatively new category for a lot of them to buy into. As well as this they also really helped to improve our relationships with wholesalers by their constant presence within depots, improving our availability from an RTM level.”