Soccer Takes It All

More than 130 people registered for the professional and social event, which is now considered a traditional year-end event of the POP industry. The host Pick Szeged Zrt. and Sole-Mizo Zrt. were also enhanced by their presentations showing promotional behind-the-scenes footage and the announcement of the results of the POPAI Awards.

On the big day, November 28, 2024, the people gathered filled the MOMKult Dome, where, in addition to many familiar faces, many new interested parties got to know each other. Ildikó Kátai, the country manager of POPAI Hungary, presented the history of the event in a brief introduction, in which she remembered Gábor Józsa, who tragically passed away in the summer, who played a significant role in the history, past, present and future of the Hungarian trade marketing profession, the organizing and hosting organizations and the year-end event. in the future as well, so his spirituality lives on.

Both young and old love it

The hostess and main organizer of the evening is Andrea Mészáros, Sole-Mizo Zrt. trade marketing group leader welcomed the participants on behalf of the hosts PICK and Mizo. In his introduction, she said that this year held many records for the two companies, many of which can be linked to the topic of sports, specifically soccer.

Henriett Szabó-Spanyol, senior brand manager, and Péter Fejes, Group brand manager, first presented the details of the “Let’s cheer together” campaign, realized in cooperation between PICK and MLSZ, involving the packaging of several million products, ATL and BTL communication. Henriett Szabó-Spanyol emphasized that it is a difficult, but all the more important task, that almost everyone

across generations has a personal memorable moment with the Hungarian national team and PICK salamis, which were also mentioned in the brand’s commercial film. In the 360-degree marketing campaign, the message “Let’s support together” surrounded the country: in a national TV campaign, with unique and effective online and social solutions, and with creative public space activities, they ensured that the message reached as many people as possible. And in social media, social content created together with the young soccer talent András Schäfer attracted millions of views and helped bring the brand closer to young people. Péter Fejes presented the elements of the activity concerning the products. In his presentation, he emphasized that, in addition to the fan scarves packaged alongside the iconic PICK Winter Salami, the Hungarian national team appeared on the packaging of many related products, and thus their spectacular appearance on the shelves greatly contributed to the success.

All of these reached the masses of customers through spectacular appearances in stores. Eszter Bartos-Kovács, trade marketing manager, emphasized in her richly illustrated presentation that they appeared in all channels with a diverse, attention-grabbing instore tool arsenal, decorated cooling islands, floor stickers, and display installations. The largest placements took place in Auchan stores. Special tailor-made activities were organized in the Lidl and Spar chains. Also, they were able to meet spectacular installations at the Liszt Ferenc Airport in the Heinemann stores

Chosen from the heart

Football and the EC are also of particular importance in the life of the Mizo brand. The brand was the official sponsor of the Hungarian national team with its basic, white products – milk, sour cream, cottage cheese, butter, cheese. During the matches, the Mizo heart beat in refrigerators, at the point of sale, and in social and classical media, and the slogan Mizo—Choose from the heart appeared. Colorful, patterned soccer socks were popular as gifts for fans.

Mizo also linked the categories of milk drinks, milk desserts, cottage cheese bars to the football theme with ATL and BTL activities. The spectacular appearance of the refrigerator, island, and decor caught the attention of customers in the stores as well. They appeared in Lidl, Spar, and Tesco units with chain-specific activity. The involvement of the trade representatives was ensured by a competition, through which many imaginative and creative displays won the support of the customers as well as the employees in the stores.

Let’s reach out

After the presentations, founder Helga Gerencsér-Herendi and professional leader Dorka Dobsonyi held a few moments of relaxation as part of StrechMe, the sponsor of the event. The participants were surprised but enthusiastic about the opportunity to move. StrechMe has developed a health-preserving program specifically for office workers, which can also be carried out in an office environment, and which is implemented in regular partnership or as team builders, company days, health days or in any form of cooperation.

The winners of the POPAI Awards ceremony were presented by country manager Ildikó Kátai, and the awards were presented by chair Ágnes Csiby and board member Zsuzsanna Hermann.

World-class Hungarian creativity

The first two professional gold exclamation marks, the world championship recognition trophy, which is considered the first in the international POP industry, have arrived in Hungary. The winner of last year’s Hungarian Display of the Year 2023 won Shop! Global Awards contest of nations, the world championship trophy, the award also considered the “Oscar of POP” The winner is the Coke Creations 2 pallet display entry. The trophy was taken over by sales manager Árpád Kovács from the side of the designer and manufacturer Trusted Implementation, and by trade marketing manager Tamás Harmati from the client Coca-Cola HBC.

Prize rain at the 15th POP competition

This year was outstanding in the history of the Hungarian POPAI Awards POP competitions, which look back on 15 years of tradition. A large number of job applications arrived in Tapolca, for the 5 days of the Trade magazin Business Days conference, this September 23-27. Interested participants could view and judge the entered marketing at retail tools. This year, large-scale installations and the theme of the European Football Championship dominated the packed room. Nearly 200 people judged the entries and three times as many people viewed the entries, which is a record in the history of the competition.

A total of 21 winners in seven categories received trophies and certificates at the awards ceremony. In some categories, such as the “Non-permanent normal” section with the most entries, several split rankings were announced.

The Coca-Cola HBC Hungary team took home a total of 6 awards. Unilever won 4, Peaktime/POS Services and PICK 3, DS Smith 2, Digitálisreklám, Sole-Mizo, POS Solutions won 1 trophy. Several received the award together with the customer or the manufacturer, such as 3P Solutions and Promission 4, Displaygyár 3, Hell, SPAR and Trusted Implementation 2, Ati-Dekor, Coty, Heineken, MediLine, SilverLine 1 they became richer with a trophy.

In the history of the competition, it happened for the third time (2018, 2023) that the project that won the title of Display of the Year and received the most votes won first place in the “Permanent installation” category. The ‘Coke Creations Oreo display’ received the highest score for both ‘Originality and Innovation’ and ‘Interaction and Effectiveness’. The display was designed to support the introduction of a new, limited, chocolate, Oreo cookie-flavored Coca-Cola product in aluminum cans. The goal of creating the dynamic shape and the illuminated Oreo biscuit parts was to capture the attention of the target audience and emphasize the special taste. The unique black and white color and design, the decor elements associated with the campaign and the advertising film running on the digital display made this look even more special.

The first place winners in the category can represent Hungary in the POP world champion Shop! POPAI Global Awards international competition, to which only the winners of the national competitions can enter.

Congratulations to all participants and prize winners!

List of winners:

POPAI Awards Hungary 2024

“Permanent installation” category

Display of the Year and “Permanent installation” category 1st place Coke Creations Oreo display

Coca-Cola HBC Magyarország Kft.

1. Gösser Beer Spritz display POS Services Kft. (shared first place)
2. Kinley Pink Cake Coca-Cola HBC Magyarország Kft.
3. Sunnywood Farmhouse installation DS Smith Packaging Hungary Kft.

“Permanent normal” category

1. Giant salami with built-in cooler Pick Szeged Zrt.
2. PerfectMix Display Coca-Cola HBC Magyarország Kft.
3. PICK Christmas tree display Pick Szeged Zrt.
4. Mignon island Sole-Mizo Zrt.

“Non-permanent normal” category

1 Domestos Foam product-shaped display Unilever Magyarország Kft.

2. Dove shower display Unilever Magyarország Kft. / 2.Dog-cat counter paper display Peaktime Agency – POS Services Kft.
3. COTY – Bourjois FSDU display POS Solutions Kft. / 3.SWISS Collagen display DS Smith Packaging Hungary Kft.

“Non-permanent installation” category

1. Domestos Foam installation Unilever Magyarország Kft.
2. Stadium – Soccer EC stadium display Coca-Cola HBC Magyarország Kft.
3. UEFA Personal Care installation Unilever Magyarország Kft.

“Small size” category

1. SPAR Vegetable milk shelf banner POS Services Kft.

“Campaign” category

1. Fuzetea Hexa display and Minibus summer promotion Coca-Cola HBC Magyarország Kft.
2. PICK X MLSZ walkable display Pick Szeged Zrt.

“Digital” category

1. KoKo Dairy Free shelf glass display with digital kiosk Digitálisreklám.hu Kft
2. Coke 300 ml – LED wall Coca-Cola HBC Magyarország Kft.