FMBE Awards 2023: Most Effective Tactical Campaign (Service-Led)
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GOLD eXPD8 – Tesco Books
Every Spare hand was required as eXPD8 prepared for launch day of the most hyped-up non-fiction book in publishing history. Spare by Prince Harry required 750 stores to be primed and ready for a heavily embargoed book launch, and equally ready for reassignment should any date change be necessary.
The embargo made this far from a normal day one launch with stock deliveries right up to the wire and a chain of command required to know where the FSDUs were placed under wraps ahead of the critical hour.
Judges noted not only how this entry showed how issues were solved on the hoof but how seamless the process was by leaning on a special relationship between the store and its field team, a trust that has been built over time.
The day one effectiveness meant that Tesco played a key part in what became the fastest selling non-fiction book ever.
SILVER REL Field Marketing – Mondelez
As with Spare, this was a time scheduled mission critical season. Instead of embargo challenges, they faced the regulatory ones that challenged, in particular, the Crème Egg and Mini Egg bonanza at Easter.
The Mondelez merchandising army made sure this egg promotion never rested. Results from the easter support campaign in total: 1,745,854 units merchandised.
