FMBE Awards 2023: Tactical Campaign (ROI)

GOLD REL Field Marketing – Mondelez

The challenge of HFSS regulations seems to have acted as an effectiveness driver for many teams now working out how best to keep their brands front of mind. Staying best in class during the first HFSS Easter for a brand owner like Mondelez was business critical and saw the brands  gain coverage vs the previous year and tellingly, pick up market share.

One judge summarised the winner as follows: “This entry took a standard field marketing problem (albeit through the lens of new regulations) and addressed it in a comprehensive way that covered all bases. The targets were clear, the solution used a combination of data and innovation to drive availability as well as team engagement and an additional incentive. This is a fabulous example of a joined-up approach that delivered strong results.”

SILVER Tactical Solutions – Mars Wrigley

Judges especially likes the use of data that showed how this team drove the sales and availability of Wrigley’s across 1800 Co-op stores leading to exceptional ROI.

The entry really underscored the analysis with impressive insight appendices.

The team were praised for their ability to “pivot their coverage to improve their ROI going forward”.

BRONZE REL Field Marketing – Weetabix

The Weetabix team successfully reversed a decline in market share in Tesco with a focussed tactical campaign.

The teamwork was the most compelling part of the entry in the opinion of many judges: “Great planning and engagement with the client demonstrating strong partnerships with the client.”

The results were excellent  -“Promotional compliance results, entry to exit were extremely strong vs the industry standard.”