The FMBE Awards 2021: Operational Success of the Year
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A fabulous category this year that saw an exceptional ‘make it happen’ top four emerge.
BRONZE Logobrand – Henkel
Henkel Adhesive Technologies is one of the world’s leading suppliers of adhesives, sealants and functional coatings. In the UK, Henkel brands such as Solvite, Loctite, Unibond, Sellotape and Pritt dominate the category as market leaders in both the DIY and craft adhesives sectors. Logobrand was engaged by the brand to replan the adhesives category in 134 Homebase stores.
The work, which required between 2 and 6 hours per store was carefully scheduled in and round COVID and then rescheduled by Homebase. The work completed to 100% accuracy, timings and budget even whilst co-ordinating with a second agency and sidestepped COVID isolation curveballs.
SILVER N2O – Tesco
Creating a joyful Christmas in Tesco 2020, complete with costume performers and even singers was ambitious given the circumstances, but achieving this provided levity, work and continuity for brand ambassadors as much as it released some of the shopper tensions of Christmas during a pandemic.
The 2-day event activated at 125 stores, engaging 1,125,000 customers.
SILVER REL Field Marketing – BrewDog
A work that deployed ingenuity and confidence as REL retrained BrewDog’s furloughed on-trade in house team in order to bring them back to work sooner as part of a crack impulse team. The success of this has kickstarted a strong agency-client relationship going forwards.
“Prior to the plan we now have with them, REL showed a great deal of ingenuity in forming a hybrid team involving our on-trade field team who were back on furlough from January 2021, this enabled us to get them back to work earlier than would have otherwise been possible, which was something great to be involved in”, Jonny Leece, head of impulse, BrewDog
GOLD Fizz Experience – Costco Wholesale
This was an only at FMBE case study – a privileged access behind the scenes story from Britain and Iceland that charted exactly when, why and how Costco’s much treasured sampling facility emerged from pandemic lockdown.
Judges were absolutely wowed by this story which detailed the many challenges and how the careful reactivation of these brand ambassadors, with a new one sample at a time policy, helped Costco to fill a major revenue hole, whist using the increased dwell time to increase conversion to sales. It was a logistical success that was crucial to many brands housed by Costco, created employment for brand ambassadors and justified the value, more broadly, of sampling as a vital sales and marketing tool for food and drink brands.
