Records and innovations

The big day started on Thursday, November 28, 2025, in the MOM Kult dome room at 3 p.m., with 125 participants. The event was opened by Ildikó Kátai, POPAI Secretary General, and Ágnes Csiby, POPAI President, greeted the gathering, highlighting that for 23 years, the POP marketing community building and event organization have been ongoing without interruption, with the involvement of new generations.

Transparent processes

One of the professional sponsors of the meeting was the OptiFlow Pro production management software. In his presentation, Ákos Bardóczy, founder and business development director, highlighted that increasing production efficiency and more transparent management of capacities not only makes the operations of manufacturing companies more predictable, but also contributes to more competitive and sustainable operations. In this way, production stability is today as much a marketing issue as it is an operational one, because transparency is the basis for good decisions.

Hot-dog experience at home

In the first professional presentation, the host Pick team, Péter Fejes Group Brand Manager, Henriett Szabó-Spanyol Senior Brand Manager and Krisztián Király Trade Marketing Group Manager presented the success story and sales records of the retail introduction of Pick hot-dog sausage with many illustrations. The Pick sausage hot dog, offered for immediate consumption, has been very popular in MOL Fresh Corners for years and the experience has now become available in households. The retail introduction was also supported with decorated refrigerators, advertisements and social media appearances.

Mizo innovates with heart

In the second professional presentation, Andrea Mészáros, Trade Marketing Group Manager, represented the host brand Mizo, provided an insight into the world of dairy products. Mizo is present in 12 categories, several of which are market leaders, and is a dominant player in the market. The year 2025 was marked by innovation, with numerous flavor variants, new packaging, seasonal products and fresh communication solutions dotting the brand’s market presence. The protein product line plays a prominent role, addressing a target group with special nutritional needs and was even presented in gyms.

EuroShop festival

The event is supported by the 60th anniversary EuroShop retail trade fair, which is held every 3 years in Düsseldorf. Szilvia Máté, Managing Director of BD-Expo, said that at the event, which will take place between February 22-26, 2026, visitors will be able to see stands from more than 60 countries in 7 themes. Many exhibitors will be announcing and presenting their innovations at this time. Thematic centers, including the POPAI Shop! Village, numerous forum stages, experience centers and programs await visitors.

Award winers

The POPAI Awards POP competition awards were presented to the winners by POPAI President Ágnes Csiby and POPAI Board Member Zsuzsanna Hermann. First the Global Awards, known as the POP World Championship and also referred to as the POP Oscar, were handed to the representatives of the Gösser Beer Spritz display dreamers, HEINEKEN Hungária Sörgyárak Zrt. and POS Media Kft.

This year’s applications were seen and judged by a record number of viewers in Tapolca, during the 5 days of Business Days. In a total of 8 categories, 5 third, 6 second and 7 first places were awarded. POS Media Hungary won 6 awards, Unilever 5, 3P Solutions 4, Trusted Implementation and Coca-Cola HBC 3, SPAR Magyarország and SilverLine 2, Beiersdorf, Color Nyomda, Digitálisreklám.hu, DION, Essity, Heineken, Hélia-D, Konica Minolta, Pernod Ricard, Pick, Profield, Promission, Törley 1 award. The Display of the Year 2025 was the Bumbu-Havanna Shop-in-Shop permanent installation.

Congratulations.

More information about the event in the next issue of Trade magazin.