2025 Shop! Retail Marketing Awards winners crowned

Retail marketing campaigns that stop shoppers at the point of purchase and straddle several different touch points were the heroes at this year’s Shop! ANZ Retail Marketing Awards, held last night at Sydney’s Doltone House Jones Bay Wharf.

In the tighter retail environment ANZ has been experiencing over the past two years, effective marketing campaigns that capture attention and drive purchase and basket size are crucial to the success of brands and retailers.

The Shop! Retail Marketing Awards, showcase the ingenuity and success of the Australian and New Zealand retail marketing industry, with entrants awarded Gold, Silver, and Bronze accolades across 27 categories, spanning both physical displays and shopper experience.

While retail marketing has always sought to bring brands to life along the path to purchase, this year’s entries demonstrated that engaging consumers hearts and minds is key to driving purchase.

The Sapporo Win this Fish Integrated Path to Purchase promotion took a creative idea and turned it into reality, winning the Tom Harris Retail Marketing Award (Best in Show) and Best Shopper Experience prizes. Masterminded by Sunday Gravy and Immediate, it offered Sapporo Premium Beer drinkers the opportunity to win a trip to the famous Toyosu Fish Market auction in Tokyo to bid on a yellowfin tuna and have it prepared in a high-end sushi restaurant with Sapporo Beer.

Other top ranking campaigns on the night were POP This!’s Energizer Permanent Interactive Destination for Mitre 10, winning Best Display, and IVE Group’s Country Road Christmas installation, using the iconic Country Road Tote as a showcase point of sale display.

New to the 2025 Shop! Awards program was the Expo Display category, which recognised the top displays built for and used in an expo environment either at trade or consumer shows. The inaugural winner was D2C for Masterpet’s Trouble & Trix – The Purrrfect Match stand.

The largest category of the Awards this year was Grocery (Food) – Temporary display – a reflection of the importance physical displays have in the retail environment when it comes to influencing purchase. This category was won by IVE Group for General Mills’ Haagen Daz + Old El Paso at Lamanna; followed by 5P Group’s Halloween 2024 for Mars Wrigley with Silver, and Bronze going to Lithocraft’s Pepsi Epic Rebrand for Asahi.

Occasion-based campaigns have also gained prominence instore over the last 12 months, with the biggest showing of these campaigns seen in the history of Shop! ANZ’s Awards. As a result, this category was split into Display and Campaign, with 5P’s Greenies Christmas Pallet for Mars Wrigley and PepsiCo and Uber’s Premium Chips with Alcohol pairings with The Ship winning Golds respectively for Display. For Occasion-based Shopper Campaign, Gold went to PepsiCo and Uber with The Ship for Premium Chips – The perfect pairing with alcohol: Silver to Heineken Fires on all 6x Cylinders by PMG for Lion; and Bronze to VML and Affinity for Lion’s XXXX Locate the Tin to Win.

Among the most competitive categories was Integrated Path to Purchase, won by the Sapporo Win This Fish promotions. Following up with a Silver for the category was the renowned Dan in Dan’s take over of Dan Murphy’s by Pernod Ricard with The Idea Shed; and 31ST and D2C won Bronze for Sanitarium’s Weet-Bix Coco Bites launch.

With many businesses becoming more considerate of the environment and the soundness of their marketing activities in this respect, in 2025 Shop! ANZ elevated the Environmental Stewardship Award, formerly an overarching category, standalone. Sponsored by HH Global, Gold went to Pets Make a House a Home by IVE Group for Real Pet Food; Silver also to IVE Group for Woolworths’ 4 Way Plywood Display; and Bronze to Mar Wrigley’s Sustainable Core Towers program for Mars Wrigley.

Winners in the Liquor category followed the theme of engagement and interactivity. IVE Group and PMG won Gold for Lion Nathan’s Heineken Stands out for the F1, as well as Silver for Every Day in Winter was a Good Day for a Guinness. Bronze was awarded to 31ST's Espolon RTD Launch Campaign for Campari, tied with Communicado and Lithocraft for the Asahi Skill Tester Off-Location Display.

People’s Choice, decided by more than 2300 votes from the public, saw a clever temporary display by HH Global for Kraft Heinz’s Footy Finals campaign come out on top out of the 193 entries.

Carla Bridge, Shop! ANZ General Manager, said the standard of retail marketing over the last 12 months had seen a noticeable improvement, with a record number of judges providing feedback on the strong calibre of work submitted in the entries.

“The 2025 Awards have been the most competitive we have seen to date, which really reinforces just how important an effective retail marketing campaign can be to retailers and brands alike,” said Ms Bridge.

“Businesses are having to work much harder and take more creative, clever approaches to coax customers to part with their cash in the current financial environment, so they’re leaning in harder than ever before on their marketing to do this job for them.”

To view the 2025 Shop! Marketing at Retail Awards entries and images, visit the Shop! website, www.shopassociation.org.au

2025 Shop! Marketing at Retail Award Winners - Gold, Silver, Bronze

Category	Gold	Silver	Bronze
Large or Department Store	Energizer Permanent Interactive Destination for Mitre 10 - POP This! for Energizer Australia	Greenies Christmas Pallet – 5P Group for Mars Wrigley	Lego Unstoppable Play Display – IVE Group for Lego Australia
Grocery Store (Food) Temporary Display	Haagen Dasz + Old El Paso at Lamanna – IVE Group for General Mills	Halloween 2024 - 5P Group for Mars Wrigley	Pepsi Epic Rebrand – Lithocraft for Asahi
Grocery Store (Food) – Permanent Display	KitKat Front of Store Display – Nestle with Pop Star Creative	Woolworths Plywood 4 Way Display – IVE Group for Woolworths	Evian Glorifier – ID POP for Stuart Alexander
Grocery Store (Non-Food)	Lynx Fine Fragrance New Range Launch – Indicia Worldwide with Styleprint for Unilever	Gifting Christmas – ID POP for InComm Payments	Rapid Display Bin – Sensodyne – Haleon with Bluestar NZ
Liquor	Heineken Stands out for the F1 – IVE Group with PMG for Lion Nathan	Every Day in Winter was a Lovely Day for a Guiness – IVE Group with PMG for Lion Nathan	Espolon RTD Launch – 31ST for Campari Australia Asahi Skill Tester Off-Location Display – Communicado with Lithocraft for Asahi Group - CUB
Petrol, Convenience & Route	Ampol - Amplify Fuel Flip – Styleprint for Ampol	Ryde Fridge Caddy – IVE Group for The Waterstreet Collective	Extra Gift with Purchase – 5P Group for Mars Wrigley
Health & Beauty – Temporary Display	Mecca x Glossier AU Launch Flagship – Red Exhibitions for Mecca	ST. SAJ Brand Launch – Style Print for ST. SAJ	Elizabeth Arden 8 Hour Display – POP This! for Revlon Australia
Health & Beauty – Permanent Display	Trinny London Emporium – Intuospace with Creative Activation for Trinny London	Revlon Lustrous Lipstick Table – EDA Australasia for Revlon Australia	Care Travel ‘Just in Case’ Display
Consumer Electronics	HP ENVY X360 Endcap – D2C for HP	Microsoft Flagship Xbox Indiana Jones Experience – Point Retail with Spark for Microsoft	Harvey Norman Gaming Display – IVE Group for Harvey Norman
Specialty Retail, Lifestyle & Service Providers	M&M’S Colourworks – Mars Wrigley	Halo – Intuospace for Fluidra Group Australia	Prime Video Primeville Sweetspot SXSW 2024 - Point Retail with Spark for Microsoft
Window Displays	Microsoft Flagship Xbox Indiana Jones Window Display – Point Retail with Spark for Microsoft	R.M.Williams – Give me Home – Dashing Group for R.M.Williams	Mecca x Sol De Janiero Delicia Drench Launch – Red Exhibitions for Mecca
Store Design	Country Road Christmas – IVE Group for Country Road Group	Myer Christmas 2024 – IVE Group for Myer	North Brisbane Pool Care Shop – Intuospace and Fluidra for North Brisbane Pool Care Shop
Retailer Exclusive - Display	Microsoft Flagship Xbox Indiana Jones Interactive Display – Point Retail with Spark for Microsoft	Lynx Fine Fragrance 24-Hour Takeover of Woolworths Town Hall – Styleprint with Cartology for Unilever	Microsoft Xbox \| Forza \| Jordan Collab - Point Retail with Spark for Microsoft
POP This! Retail Industrial Design – Temporary Display	Lynx Fine Fragrance 24-Hour Takeover of Woolworths Town Hall – Styleprint with Cartology for Unilever	Country Road Christmas – IVE Group for Country Road Group	Microsoft Flagship Xbox Indiana Jones Interactive Display – Point Retail with Spark for Microsoft
POP This! Retail Industrial Design – Permanent Display	HP ENVY X360 Endcap – D2C for HP	Microsoft Xbox \| Forza \| Jordan Collab - Point Retail with Spark for Microsoft	Halo – Intuospace for Fluidra Don Julio 1942 Permanent FSDU – HH Global for Diageo
Centrum Group Produced in ANZ	Lego Unstoppable Play Display – IVE Group for Lego Group	Pepsi Rebrand Display – WWNZ – Raydar for Suntory Oceania	Seed Child Easter – Styleprint for Brandbank Group
Expo Display	Trouble & Trix – The Purrrfect Match – D2C for Masterpet	Samsung at Telstra Frontline Expo 2024 – Intuospace with Cheil for Samsung Electronics	Enphase all-energy expo cardboard house – Opal for Enphase Energy
HH Global Environmental Stewardship	Pets Make a House a Home – IVE Group for Real Pet Food	Woolworths Plywood 4 Way Display – IVE Group for Woolworths	Sustainable Core Towers – 5P Group for Mars Wrigley
Digital	Uber Eats – Premium Chips with Alcohol Pairings – PepsiCo & Uber with The Ship	XXXX Locate the Tin to Win – VML with Affinity for Lion	Trumpet 60^th Birthday – Farrimond for Tip Top NZ
Field Marketing	DJI’s Retail Field Marketing Program – Crossmark for DJI	Panadol ‘Tummies’ Demonstration Kit – IVE Group for Haleon	Kinder Tronky Hybrid Sampling Station – D2C for Ferrero Australia
Experiential	Liquid I.V. Stepped Up Australia’s Hydration – The Live Agency with Fleishman Hillard for Unilever	Prime Video Primeville Sweetspot SXSW 2024 - Point Retail with Spark for Microsoft	Weet-Bix Coco Bites Sydney Luna Park Takeover – 31ST and D2C for Sanitarium
Sales Promotion	Your First Aperol on Us – Pink Zebra Technology for Campari Australia	Sapporo Win This Fish Promotion – Sunday Gravy with Immediate for Sapporo Premium Beer	Perfect Italiano ‘Fakeaway’ Campaign – The Mix Agency for Fonterra Oceania
Occasion-based Display	Greenies Christmas Pallet – 5P Group for Mars Wrigley	Back to School Jan 2024 – George Weston Foods – Tip Top with id8 Studio	Myer Christmas 2024 – IVE Group for Myer
Occasion-based Shopper Campaign	Premium Chips – The perfect pairing with alcohol	Heineken F1 Fires on all 6x Cylinders – PMG for Lion	XXXX Locate the Tin to Win – VML with Affinity for Lion
Integrated Path to Purchase Campaign	Sapporo Win this Fish Promotion – Sunday Gravy with Immediate for Sapporo Premium Beer	Dan in Dan’s Takeover- Pernod Ricard with The Idea Shed	Weet-Bix Coco Bites Launch – 31ST and D2C for Sanitarium
Category Management	Epay Gift Card Destination Endcap – ID POP for Epay Australia	Harvey Norman Gaming Display – IVE Group for Harvey Norman	-
Retail Media	M&M’S presents ‘The Witching Hour’ -Mars United Commerce for Mars Wrigley	Mutti – Cartology for Mutti	Lynx ANZ – Cartology for Unilever
Retailer Exclusive Campaign	M&M’S presents ‘The Witching Hour’ -Mars United Commerce for Mars Wrigley	MCoBeauty Big W Exclusive – Cartology MCoBeauty Kellogg’s Corn Flakes 100 Years Coles Exclusive Celebration – The Mix Agency with ID POP for Kellanova Australia	Breathing new life to the camera category – Canon and The Good Guys – Canon Australia with Breathe Create