FMBE Awards 2020: Guide to the finalists, Cat B, Retail Experience

FMBE 2020 – guide to the finalists

Category B: Retail Experience

This year the awards are being presented in online broadcast interviews with the finalists.The result of this category will be presented and revealed online in discussion with the finalists on Friday 29th January from 9.30 am to 9.45am, and broadcast on Facebook Live at

What we love about the category

There’s no doubt retail is challenged to make shopping more engaging, COVID or no, so our Retail Experience category is where our readers come for inspiration. The sampling and demonstrating experiences that we have witnessed prove time and again that theatre goes a long way with shoppers. Under COVID we have found that shoppers remain keen to engage safely with field teams. This year the three finalists have come to the fore with a show of strength when many suggested the category would be weak. It is anything but.

What our judges love about this year’s finalists

Circle – Costa Express

The rise of the vending machines! If you asked people 18 months ago what quality of coffee they get from a vending machine, few reports would have been glowing. This campaign was a gamechanger.

Instore Field Marketing – Glanbia

The ROI of conversation. Could it really be possible that just talking about a consumer product in wholesalers might be enough to revolutionise the way that it is taken up? This campaign was a game changer.

Link Communication – Princes

The agency has won the category for the last two years, showing meticulous data from sampling at grocery and providing compelling reasons to put faith in retail experiences. Now they are back, this time sizzling mackerel to further triumphant and enduring results. A proven winner, going for the triple crown.


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