FMBE winners 2022: Sales Campaign of the Year
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This was a typically heavyweight sales category that saw sales, teamwork, passion, negotiation, and innovation.
BRONZE REL Field Marketing – GSK Haleon
It has been an exciting time for Haleon since demerger from GSK back in July with fabulous sales results reported in the business news columns.
https://www.standard.co.uk/business/haleon-gsk-pharmaceutical-ftse-100-b1026766.html
It is easy to imagine that this award entry, with hayfever brand Piri, could be the first rung on a ladder of success stories that could see this agency and brand team being one to look out for at future FMBE Awards.
This Tesco focussed sales campaign saw the brand increase sales by 11.1 yoy in that retailer in a campaign that Haleon’s Ben Monk said also won a Tesco supplier ‘Best in Class’ award.
SILVER – Powerforce – Pladis
McVitie’s association with Britain’s Got Talent creates a great opportunity for this sales team and it is one that has to be fully realised. 77,000 sales generating actions by the Powerforce team in store has made this strong proposition stronger.
The entry paper was underpinned with supportive materials that showed off both the serious and fun sides of this invigorating campaign that was delivered with some bold and brash mega displays at key grocery multiple stores.
GOLD – Tactical Solutions – Mars Wrigley
Our judges concluded that this entry was a unanimous winner with a case study that drew praise for the innovative approach alongside strongly evidenced significant sales success as the brand and agency teamed up to trial a new approach to its crucial convenience retail presence.
Tactical Solutions tallied innovative technology including image recognition, together with top of class call file data analysis to create sales opportunities and maximise efficiencies.
The entry detailed 10373 cases ordered showing our judges how that number had come about and what it meant to the client in terms of both incremental sales in £s and ROI.
Claire Toyne, Agency Field Sales Head, Mars Wrigley UK Ltd said: “A huge thank you for the work throughout this whole activity. Your management of the team and dedication to driving results in the right way has led the team to great success”. 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.”
