Promotion of the year 2019 awards handed over

By: Trademagazin Date: 2020. 08. 10. 18:34

DRINK category, GOLD MEDAL: Coca-Cola HBC Magyarország Kft. and Rewart Kft.:

Win festival experiences!

Shoppers who bought any small-size Coca-Cola product in the 12-week campaign period could enter daily prize draws if they uploaded the code in the cap. Prizes included music festival tickets and a VIP Sziget Festival experience for 4 people. The prize game gave the 10 daily winners the chance to take one friend with them to the festival of their choice. A record number of codes were uploaded in Coca-Cola’s best summer promotion so far. 



DRINK category, GOLD MEDAL: Rewart Kft.:

Star Wars chatbot – Massive force, zero sugar!

Coca Cola didn’t forget about Star Wars fans either: by using the code on small-size products, shoppers could play for prizes on the brand’s Facebook-Messenger platform with the help of a chatbot. The main prize was a The Rise of Skywalker inspired trip to Hollywood for two people. Thanks to the chatbot players didn’t need to register on the platform, which made the user journey shorter. Facebook-Messenger is one of the most popular platforms among young adults, no wonder that 92.57 percent


DRINK category, SILVER MEDAL: Coca-Cola HBC Magyarország Kft.:

Mango Loco nationwide promotion in the Modern Trade channel

Coca-Cola HBC Magyarország launched Mango Loco with a nationwide campaign, in order to expand the dynamically growing flavoured energy drink category and its own Monster portfolio. Spectacular, attention-raising product displaying promoted the new energy drink in the Modern Trade channel, with several appearances in the Halloween and New Year’s Eve periods, backed with promotional prices. 

Coca-Cola MangoLoco-Ezüst


DRINK category, BRONZE MEDAL: Coca-Cola HBC Magyarország Kft.:

Kinley consumer promotion

This campaign, which was realised in the summer of 2019, set the goal of Kinley’s premiumisation. A stylish campaign that perfectly suited the brand raised shopper attention with daily and weekly prizes, plus a very attractive main prize: a weekend in London and a trip to Bangkok. 


FOOD category, GOLD MEDAL: Hungarian Product Nonprofit Kft. and Tricky Communications Kft.:

Hungarian Product – Fill the pantry and win!

The ‘Fill the pantry and win!’ campaign of Hungarian Product sought to increase sales, and to introduce and popularise products with the Hungarian Product trademark. In the first stage, held in the spring of 2019, 4 brands participated with 100 products, while in the second stage, in the autumn of 2019, 15 brands continued with nearly 400 products. Shoppers could fill virtual pantries with products participating in the promotion. Buying one product was enough to enter the daily and weekly prize draws. Every day a Hungarian Product gift pack was drawn. Those consumers that filled minimum 4 shelves in the spring and 5 in the autumn could win HUF 1 million in both campaigns.


FOOD category, SILVER MEDAL: Nestlé Hungária Kft.

UNO prize game

Between 15 February and 15 April 2019 shoppers had the chance to win one of the 500 popular UNO Extreme! card games. The main prize was a 4-person family trip to London. A simple system was the key to the campaign’s success: all shoppers had to do was to upload the code in 225-450g Nestlé breakfast cereals to find out whether they won or not.


FOOD category, BronzE MEDAL AND POPAI SPECIAL AWARD: Pick Szeged Zrt.:

PICK – Tradition, Quality and Trust. For 150 years now.

PICK was 150 years old in 2019 and the 3-month anniversary celebration ended in January 2020. Prizes included 150 KithcenAid kitchen appliances and150 numbered, special edition PICK Winter Salamis. Anyone could participate in the prize draw who purchased a PICK product for minimum HUF 300. The main prize was a red Toyota Corolla Touring Sports car.


FOOD category, BRONZE MEDAL: Lindt&Sprüngli (CEE) s.r.o.’s Hungarian branch:

Lindt Excellence Milk product line’s launch

Lindt’s premium category milk chocolate range called Excellence Milk was introduced to the Hungarian market in 2019. A 120-day tasting campaign with hostesses and flyers educated consumers, giving them the opportunity to try three chocolates with different cocoa contents. Price discounts and secondary placement also supported the launch. 




Winning Pizza Moments

In October-December 2019, in the Dr. Oetker Ristorante prize game shoppers could simply upload product codes to the website for target group specific, relevant and valuable prizes. The organisers made sure that uploading was fast and simple. The penetration level of the promotion was exceptionally high throughout the campaign period. A Fiat500 was the main prize, and in SPAR stores a 4-person trip to Naples was the biggest prize. In-store tools, classic ATL and BTL ads, and online and social media ads backed the promotion.


B2B category, GOLD MEDAL: SPAR Magyarország Kereskedelmi Kft. and Super 11 Creative Zrt.:

Hungaricool by SPAR innovation product competition

Between 27 June and 23 August, 2019 innovative Hungarian food companies could enter the competition by registering at Then they had to send product samples that were tested and evaluated by a jury of experts based on various criteria. The competition’s final took place at the National Agriculture and Food Exhibition (OMÉK) on 26-29 September 2019, where finalists gave presentations and showcased their products. Managers from SPAR and the Agricultural Marketing Centre (AMC) made up the 5-member jury. The winning products have been available in INTERSPAR stores and the SPAR Online Shop since the end of March 2020. Before appearing on store shelves, the winners took part in a 6-month mentoring programme, to prepare for working together with SPAR in all fields.


RETAIL TRADE category, GOLD MEDAL: SPAR Magyarország Kereskedelmi Kft.:

SPAR Grill Party for You

At the end of April 2019 SPAR started the barbecue season with a comprehensive advertising campaign. For 4 months the retailer was promoting its seasonal grill products, and a new private label range called SPAR BBQ was also rolled out. The campaign’s slogan was ‘Grill like a pro!’ and its face was chef Rozina Wossala. A video was prepared for each recipe, showing how to prepare the food and how to use the grilling equipment. A prize game was part of the promotion – with valuable prizes for those who spent minimum HUF 5,000.


 RETAIL TRADE category, SILVER MEDAL: Auchan Magyarország Kft.:

‘The key to your new flat!’ prize game

Auchan organised a prize game for loyalty card holders to celebrate the retail chain’s 20th anniversary in Hungary. The extraordinary main prize was a more than HUF 30-million, 54m² brand new smart home in Budapest, courtesy of Metrodom. In the 6-month promotional period, shoppers had to purchase for minimum HUF 30,000 each month in Auchan stores, petrol stations or the Auchan Online Shop to participate in the prize draw.


RETAIL TRADE category, SILVER MEDAL: Lidl Magyarország Kereskedelmi Bt:

Lidl’s 15th anniversary promotion

n 2019 Lidl Magyarország celebrated 15 years in Hungary with a 4-week campaign, in which shoppers got a lottery ticket after each purchase. They could win any of the 400,000 instant prizes, and there were daily and weekly prize draws, e.g. for one-year HUF 1.2-million Lidl shopping cards. As for the main prize, it was a HUF 18-million Lidl shopping voucher for a 15-year period.

RETAIL TRADE category, BRONZE MEDAL: Allison Advertising Kft. and Rossmann Magyarország Kft.:

Rossmann Wellness campaign

Between 7 October and 31 December 2019 celebrities such as Fruzsi Viszkok, Judit Stahl and Lilu participated in the campaign, in which shoppers could buy special ROSSMANN Wellness products in Rossmann drugstores or the Online Drugstore. Those who uploaded the AP code on the receipt had the chance to win a wellness trip for two in Bükfürdő or a Fiat500.


RETAIL TRADE category, BRONZE MEDAL: Auchan Magyarország Kft.: 

Auchan – Collect digital stickers and buy premium French wines at reduced prices!

Auchan developed digital stickers for a promotion held during its traditional autumn wine fair – only loyalty card holders were offered the chance to take part. For each HUF 500 spent on wine or sparkling wine shoppers got a digital sticker in their collection book at With the stickers they had collected they could buy premium French wines such as Hubert Bouzereau Meursault Les Tillets Grand Vin De Bourgogne or Gérard Bertrand Rosé.


RETAIL TRADE category, Trade Marketing Club Special Award: SPAR Magyarország Kereskedelmi Kft. and PLANB Magyarország Kft.:

SPAR Lunch Box Programme

In 2019 SPAR Magyarország was focusing strongly on products with reduced salt and sugar content. A health-themed website was also developed for the campaign and a competition was announced on Instagram. The 12 best competitors qualified for the final where there were spectators, and a jury of experts (television host Nóra Ördög, YouTuber Benedek Nagy, chef Tamás Végh and SPAR dietitian Katalin Turcsák) evaluated the food made to fill the lunch boxes on-site. The three winners took home several hundred thousand forints worth of kitchen utensils, SPAR vouchers and kitchen appliances.


ONLINE/DIGITAL category, GOLD MEDAL: SPAR Magyarország Kereskedelmi Kft. and Media Dynamics Kft. and Bemind Kft.:

SPAR Experience Commando: ‘Have a good time, spend your free time actively, doing things that make you happy’

This campaign sought to add young shoppers to SPAR Hungary’s buyer base. Television personality Eszti Iszak led the SPAR Experience Commando. Applicants sent a short video or wrote a brief comment about why they wanted to fun stuff in the following categories: Adrenaline, Speeding, Experience for Two / Marriage Proposal, Gastro. Fulfilling their wishes gave the winners special experiences – videos about which can be found on the SPAR YouTube channel.


ONLINE/DIGITAL category, SILVER MEDAL: SPAR Magyarország Kereskedelmi Kft. and Media Dynamics Kft. and Bemind Kft:

SPAR Mother’s Day

SPAR Magyarország wanted to target mothers and their children with a message they can easily identify with, expressing their love and respect to their families. In the 2019 spring Mother’s Day campaign SPAR asked users to upload a photo or video to a Facebook event, sharing a memory or a story about their mom. Five lucky winners could go to a mom-child photo shooting in the studio of Viki Pintácsi. SPAR influencer Nóra Ördög also reported on the campaign on her own page. The photos and moving revelations were compiled in a video that is available on SPAR’s Facebook page and in its YouTube channel.


NON-FMCG category, GOLD MEDAL: SuperShop Kft. and Spice Communications Kft.:

SuperShop Win instantly! promotion

Shoppers who spent minimum HUF 3,000 at a SuperShop partner in January 2019 received a scratch card with a code. If they uploaded this code to the promotional website, they got to know at once whether they won or not – there were 181,000 prizes available. By the end of the campaign 10 million SuperShop points were given away. After the GDPR regulation entered into force in 2018, it wasn’t permitted to send marketing messages to a large part of customers that were present in the databases of companies. This is the reason why SuperShop had to fill up the reduced-size database again, as the programme’s biggest value for partners is the card holder data in the database. Several hundred thousand shoppers played and more than one million codes were uploaded.



NON-FMCG category, SILVER MEDAL: Relation Kft.:

BaByliss ST495E Steam Pure micro steam hair straightener end-of-year campaign

The campaign objective was familiarising shoppers with the BaByliss ST495E Steam Pure micro steam hair straightener. This device is also a curler, and the promotion focused on telling consumers about its special characteristics and teaching them how to use it. Influencers were also involved and the product was available with a 20-percent discount in the stores of participating retail chains.

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