Promotion of the Year 2025 awards presented on the Day of Promotions

The Promotion of the Year Awards ceremony was traditionally accompanied this year by a full-day professional programme on the Day of Promotions entitled ‘Promotion trends and specific successful promotional campaigns

This article is available for reading in Trade magazin 2025/6-7.

Entries for this year’s contest were received in six categories from brand manufacturers, agencies and retailers. The results were based on the evaluation of a 13-member jury of experts and research conducted in four focus groups by market researcher Kantar Hoffmann.

In her opening speech, Trade magazin’s CEO and editor-in-chief Zsuzsanna Hermann discussed the prominent role of promotions in retail trade.

„The recipe of success are told
by the customers themselves
every year – and we present them
at the conference” – Zsuzsanna Hermann

Tamás Barna, owner and managing director of the Republic Group was the first presenter, who used international examples from different markets to introduce various types of campaigns based on new ideas.

”More than half of shoppers
will not buy a product if it is
not on promotion. This is the
context in which brands need to be
able to reach customers” – Tamás Barna

Tünde Turcsán, managing director of YouGov brought data on households purchasing promotional items. In her analysis she explained in detail the changes in consumption habits and the efficiency of promotions.

„It is very difficult to show
any change from 2023 to 2024.
Shoppers continue to buy in
promotions and buy the essentials”
–  Tünde Turcsán

Gábor Tolnai, head of marketing insight division at Kantar Hoffmann analysed all 29 competition entries, using the comments made by the consumers surveyed in focus groups. Next the winners and special prize winners in each category presented their entries.

„Shoppers want experience, and
it is still true that instant prizes appeal
to everyone, but 1 million HUF is not
enough for a grand prize” – Gábor Tolnai

The series of presentations was concluded by Norbert Madar, digital commerce manager of PwC giving a comprehensive overview of the operation, efficiency and success of domestic and international online marketplaces.

„Although e-commerce is slowing
down, new players are emerging.
TEMU’s success is currently unmatched”
– Norbert Madar

Our magazine would like to congratulate all the winners!

Winners, awardees and special prize winners were announced in 8 categories at this year’s 17th Promotion of the Year competition. On behalf of the Jury and our Partners, congratulations!

_____________________________________

Food category, GOLD MEDAL: Rewart Creative & Digital Agency and Sole-Mizo Zrt.

MIZO – Win and recharge with music!

In August 2024 Mizo launched a nationwide prize game with youthful communication and a strong reach, with the objective of increasing sales of its flavoured drinks.

Awardees from left to right: Krisztián Király business development manager, Eszter Bartos-Kovács trade marketing manager, Zsuzsanna Pető trade marketing assistant

Customers could register with their receipts to win music vouchers every day and AirPods every week. The activity resulted in an 11% increase in value sales, with nearly 9,000 players.

Food category, GOLD MEDAL:

Bonafarm/Pick Szeged Zrt. – Let’s cheer together!

With PICK products, summer sports experiences can become lasting memories. .

Awardees from left to right: Andrea Mészáros trade marketing group lead (Sole-Mizo); Nóra Szilicsány account director (Rewart); Zalán Morvay senior account manager (Rewart)

PICK built on this message as the official sponsor of the Hungarian national football team. The promotion was eye-catching, with intensive point-of-sale support. The campaign resulted in a 12% sales growth, with 4.3 million football-themed products reaching households. 

Food category, SILVER MEDAL:

Univer Product Zrt. – Win with Pista!

The nationwide Win with Pista! promotion targeted fans of the Erős Pista brand with a special loyalty programme and a prize game.

Awardee: Tamás Losonczy
trade marketing manager

The campaign goal was to encourage purchases and strengthen the Univer brand experience. Participants could collect points by purchasing Erős Pista products, which they could exchange for exclusive gifts and enter weekly prize draws.

Food category, BRONZE MEDAL:

Lindt & Sprüngli (CEE) s.r.o. Hungarian branch – Lindt LINDOR 75th birthday consumer promotion

An exciting nationwide promotion was organised between 1 October and 17 November 2024, to celebrate the 75th anniversary of the LINDOR brand.

Awardees from left to right: Adrienn Gráczer junior trade marketing manager, Krisztina Nagy junior key account manager

Participants could win 20 smartwatches – all they had to do was to buy a LINDOR product and upload the receipt details to the promotional website. LINDOR’s sales increased by 24% nationwide.

Food category, TRADE MAGAZIN SPECIAL AWARD:

HUNGARIAN PRODUCT Nonprofit Kft. and KNK PR&Média Kommunikációs Ügynökség Kft. – HUNGARIAN GIVES YOU MORE promotion

Hungarian Product Nonprofit Kft. launched its most successful, 1-month AP code uploading prize game in 2024.

Awardees from left to right: Eszter Ujvári senior PR manager (KNK PR&Media); Gabriella Beck certification manager (Magyar Termék)

The slogan HUNGARIAN GIVES YOU MORE sends the message: by buying domestic products we can contribute to preserving jobs. Participants could win daily, weekly and grand prizes, including a new Suzuki Vitara.

Alcohol-free drink category, GOLD MEDAL:

HELL ENERGY Magyarország Kft. – XIXO – CHEER WITH US

The XIXO “Cheer with us” promotion ran from 6 May to 14 July in 2024.

Awardees from left to right: Dóra Gelencsér trade marketing
koordinátor, Ditta Sári trade marketing specialist,
Dóra Csoknyai senior trade marketing manager,
Alexandra Danicska trade marketing manager

Consumers had to purchase a XIXO product with the promotional packaging and then register the code found on the opening tab on the website. 5,600 prizes were drawn and the main prize was HUF 10m. The promotion contributed to a significant increase in the brand’s market share. 

Alcohol-free drink category, SILVER MEDAL:

HELL ENERGY Magyarország Kft.  – XIXO Christmas promotion

As part of the XIXO Christmas campaign, consumers received a scratch card after purchasing a carbonated soft drink, which offered instant prizes or entry into a grand prize draw.

Awardees from left to right: Ditta Sári trade marketing
specialista, Dóra Gelencsér trade marketing coordinator,
Alexandra Danicska trade marketing manager,
Dóra Csoknyai senior trade marketing manager

The campaign lasted for a month and in this period nearly 48,000 gifts were given away, resulting in a significant sales increase.

Alcohol-free drink category, SILVER MEDAL and TMK SPECIAL AWARD:

POS Services Kft. & Peaktime Agency and Coca-Cola HBC Magyarország Kft. – KINLEY annual promotion

With Kinley’s 2024 promotion, the goal was to introduce the new Kinley Pink flavour and ensure brand visibility through premium, experience-based solutions.

Awardees from left to right: Regő Zsolnai business development manager, POS Services Kft., Bernadett Rácz portfolio development lead, Coca-Cola HBC Magyarország Kft

 The campaign was built on several pillars: a unique shop-in-shop installation at the Auchan store in Maglód and a tasting campaign in the Mammut and Árkád shopping malls. 

Alcoholic drink category, GOLD MEDAL:

Heinemann Testvérek Kft. – Jim Beam: discover Kentucky

Jim Beam’s promotion encouraged shoppers to try the products with an exciting prize game.

Awardee: Dániel Kis trade marketing
manager

Participation was simple: all you had to do was to enter a unique AP code or redeem the HORECA lottery ticket on site or activate it online. The grand prize was a fully organised luxury trip to the Jim Beam distillery.

Alcoholic drink category, SILVER MEDAL and POPAI SPECIAL AWARD:

POS Services Kft. & Peaktime Agency and Törley Pezsgőpincészet Kft. – Törley ICE PINK promotion

The Ice Pink promotion was implemented with extensive communication, including classic marketing channels and trade activities.

Awardees from left to right: Zoltán Mata key account & trade marketing manager (Törley); Katalin Rusvay key account manager (POS)

 In-store presence was backed by shop-in-shop solutions, pallet decorations, floor stickers, etc. The promotion wished to achieve deseasonalisation, strengthen visibility and availability, and encourage impulse purchases.

Alcoholic drink category, BRONZE MEDAL:

Törley Pezsgőpincészet Kft. and Nagoo+Eight and A4C Marketing Kft. and POS Services Kft. – Millions in the bottle!

Törley sparkling wine launched a comprehensive prize game with the aim of increasing sales and strengthening brand visibility.

Awardees from left to right: Zoltán Vas managing director (A4C Marketing); Zoltán Mata key account & trade marketing manager (Törley Pezsgőpincészet); Katalin Rusvay key account
manager (POS Services)

The main attraction of the campaign was the opportunity to win cash prizes every week, every day or even every hour, by purchasing a bottle of sparkling wine. If shoppers were lucky, they could take home the HUF 1,002,025 grand prize.

HoReCa category, GOLD MEDAL:

Domino Reklámügynökség Kft. and Heineken Hungária Zrt – Let’s Fill the Glass Together Tour 2024

The prize game ran in 1,000 HoReCa units on 15 June-15 August 2024.

Awardees from left to right: Tibor Fazekas project manager and
strategist (Domino Advertising Agency), Emese H. Magyar OOH shopper marketing manager (Heineken)

After purchasing two pints of draught Soproni beer, consumers received a coupon with which they could win instant gifts and vote for their favourite pub on the promotional website. In each region the three pubs with the most votes won a Tankcsapda concert. 

HoReCa category, SILVER MEDAL and CSR SPECIAL AWARD:

AnnaMax BTL Studio Kft. – Johnnie Walker celebrates women who shape their own destiny!

Johnnie Walker was the main sponsor of the Hungarian National Museum’s Hungarian Bride exhibition, which opened in December 2023.

Awardees from left to right: Anett Illés CEO,
Gréta Sváb event manager

The exhibition presented the stories of hundreds of women and the whisky brand’s goal was to start a conversation about the role of women through inspiring role models.

Non-FMCG promotion category, GOLD MEDAL and SUSTAINABILITY SPECIAL AWARD:

Mastercard Magyarország Kft. and Citydeals.hu and Mito Creative Zrt. and HD Communication Kft. – Mastercard GO GREENER – Change your transportation habits!

Mastercard launched the GO GREENER challenge in September 2024, which was joined by several large banks and service providers.

Awardees from left to right: Anna Flóra Rácz marketing manager (Mastercard Magyarország); Teodóra Jenei senior account manager (Mito Creative); Orsolya Ináncsi junior marketing manager (Square One Media)

The campaign objective was promoting environmentally conscious transportation, with participants going to work by bicycle, public transportation or carpooling, recording the green kilometres on an online platform.

 

HoReCa category, SILVER MEDAL:

Dreher Sörgyárak Zrt. – Cheer with Dreher and win! nationwide HoReCa consumer promotion

The “Cheer with Dreher and win!” promotion focused on supporting sporting events in the summer of 2024, with the objective of enhancing the shared experience of cheering.

Awardees from left to right: Nikoletta Márta Kulhavi trade  marketing specialist, Réka Bartyik trade marketing coordinator

Consumers had to purchase at least one pint of draught product distributed by Dreher, then upload the receipt to the Screvo app to enter the prize game.

Retail – prize game promotion category: GOLD MEDAL:

Szerencsejáték Zrt. and Lounge Group – Apartment prize game

Szerencsejáték Zrt. promoted its Player Card loyalty programme from the fall of 2023 with a large-scale prize game, accompanied by a multi-month, 360-degree marketing campaign.

Awardee: Sándor Bodrogi
promotion management
team leader (Szerencsejáték)

The goal was to reach potential customers and encourage them to register for and use the Player Card loyalty card. Players had the chance to win a dream home in March 2024. 

Retail – prize game promotion category: SILVER MEDAL:

Lidl Magyarország Bt. – Together every day for 20 years! prize game

Lidl celebrated the 20th anniversary of its presence in Hungary with this prize game, between 5 September and 2 October 2024.

Awardee: Judit Tőzsér head of communications

As part of the promotion, customers received scratch cards with every purchase, which offered instant prizes and further chances to win. The weekly prizes were Lidl Cards worth HUF 2,000,000 and the grand prize was a HUF 40,000,000 Lidl Card.

Retail – prize game promotion category, BRONZE MEDAL:

Rewart Creative & Digital Agency, Penny-Market Kft. and Mastercard Magyarország Kft. – The biggest celebration is GOOOOOOAL CELEBRATION

PENNY and Mastercard’s campaign had the main challenge of finding the insight that would appeal to PENNY’s existing target group, but could also be broadened to reach young people and sports fans, in connection with the Euro 2024 football European championship.

Awardees from left to right: Gábor Jeszenszky senior account manager; Stella Tóth account manager; Helga Kiss group account director (Rewart Creative & Digital Agency)

A hostess roadshow, podcasts and fan zones supported the campaign.

Retail – prize game promotion category, BRONZE MEDAL:

Lidl Magyarország Bt. – Lidl’s 20th birthday – Birthday Point Collection

Lidl celebrated its 20th anniversary in Hungary in 2024 with a large-scale Lidl Plus point collection prize game, which ran from 3 October to 10 November.

Awardee: Eszter Repka
marketing manager

Customers received 1 point in the Lidl Plus app for every HUF 2,000 spent, and when they collected 10 points they could enter the prize draw – the grand prize was a BMW 320D XDrive Limousine.

Retail – experience-focused promotion category, GOLD MEDAL:

Molino Reklámügynökség Kft. and dm Kft. – dm Health Screening Bus

The dm Health Screening Bus was a milestone in the field of social responsibility and the promotion of a health-conscious lifestyle.

Awardees from left to right: Bernadett Gál-Strausz marketing manager (dm); Eszter Hegedüs-Heincz head of promotion and event divisions (Molino)

With the professional support of TritonLife Private Hospital, the screening bus toured the country offering free health checks, including skin examinations, blood sugar and blood pressure measurements, and general health assessments. 

Retail – experience-focused promotion category, SILVER MEDAL and TRADE MAGAZIN SPECIAL AWARD:

AUCHAN MAGYARORSZÁG Kft. – Auchan Auction

The first Auchan Auction took place on 31 August 2024, where Trust Card holder customers could bid on 45 high-value products.

Awardee: István Benczédy director of price policy and pricing (Auchan Magyarország)

The November auction was even more successful, with a total of 950 products up for auction at a starting price of only 25% of the retail price. Shoppers could buy valuable electronic and household items at low prices.

Digital promotion category: GOLD MEDAL:

Rossmann Magyarország Kft. – Rossmann Advent Calendar

The aim of the Rossmann Advent Calendar was to increase customer activity and strengthen customer loyalty..

Awardee: István Tóth product manager (Rossmann Magyarország)

Between 1 and 24 December 2024 users could open a virtual window every day for exclusive coupons that could be redeemed in stores, online or at partner companies. The playful, interactive experience offered daily excitement and savings.

Retail – experience-focused promotion category, BRONZE MEDAL:

METRO Kereskedelmi Kft. – METRO’s 30th birthday campaign

At the end of 2024 METRO launched a B2B-focused integrated campaign to celebrate its 30th anniversary in Hungary.

The highlight was the birthday event held at Millenáris in Budapest on 24 October, which was attended by 750 people. A promotion lasting several months ran from October, with unique offers, discounts and tastings.

Digital promotion category, GOLD MEDAL:

Lidl Magyarország Bt. – Second TikTok theme week

In 2024 Lidl held two TikTok weeks, with the goal of making products that are popular on social media and among young people – such as Pringles Passport crisps and Buldak ramen – available nationwide.

Awardees from left to right: Judit Tőzsér head of communications, Eszter Repka marketing manager

The campaign not only provided an exciting shopping experience, but also attracted new target groups to the stores, who tried other Lidl products too.

Digital promotion category, SILVER MEDAL:

Screvo App Kft. – The Octopus steps on the scene…and brings a game

Mizse’s nationwide prize game set out to encourage shopping and highlight three new flavours.

Awardees from left to right: Péter Tóth founder, managing director and Máté Pataki founding COO (Screvo App)

The unique underwater world of the game and the gamified experience strengthened brand identity. During the promotion more than 28,000 receipts were uploaded, with participants playing ten times on average.

Digital promotion category, BRONZE MEDAL:

Screvo App Kft. and Bunge Zrt. – Eleplant – The tastiest answer! & Discover the Eleplant and win!

Bunge Zrt. supported the launch of its new Eleplant product with a two-stage prize game using the Screvo App.

Awardees from left to right: Péter Tóth founder, managing director (Screvo App); Szabina Barta trade marketing manager and Viola Vankay brand manager B2C (Bunge), Máté Pataki founding COO (Screvo App)

The campaign effectively encouraged consumers to try the product, educated them and gathered valuable feedback. The two phases attracted more than 10,000 unique users and generated nearly 90,000 games.