PIDA 2023: Marketing Design of the Year

Packaging can elicit emotional responses in consumers and should be seen as your best form of marketing. The right packaging design and eye-catching aesthetics can create emotional stimuli that ensures a brand is purchased. The Marketing Design of the Year award considers not only primary packaging but also secondary and tertiary packaging designs.

"It’s often said that ‘packaging is the billboard for the brand’, that it carries enormous swaying power from the shelf and once it’s in the consumer’s hand, it’s the final marketing touchpoint in the shopper experience," said PKN managing editor & publisher Lindy Hughson, who was co-host of the 2023 PIDA awards.

"Given this, we can see the importance of tying a brand’s broader marketing campaign messaging closely to the on-pack communication, using the packaging as the primary channel to convey and reinforce those messages.

"The finalists have leveraged their on-pack marketing with clear intention, and have achieved consumer cut through as a result."

And the winners are...

The Bronze winner was Keen’s Meal Bases by BrandOpus (Australia) and McCormick Foods Australia , while the Silver winner was Dulux Jellybean Promotion Pack by Dulux Australia .

Topping the category with the Gold was Sustain OzHarvest Cups by Bunzl Australia and New Zealand .

About the Gold winner:

Sustain’s OzHarvest Collection is a range of eyecatching compostable cups with an aqueous lining. The collection was purposefully designed with the aim of building on the existing brand mission to create more visually and emotionally appealing sustainable alternatives in food packaging that will deliver real change.

The packaging is enticing, attention-grabbing, and features three unique designs encompassing themes that align with the Sustain brand ethos, the OzHarvest mission and the United Nation’s Sustainable Development Goals (SDGs).

The hot cups range was deliberately created to contribute to the fight against food waste, leading to a meaningful collaboration with not-for-profit food rescue organisation OzHarvest. Bunzl has pledged that with every carton of cups sold, two meals are supplied to those who need it most, via OzHarvest. The Collection is made from renewable material sourced from well-managed Forest Stewardship Council (FSC) certified forests. Each cup displays the FSC Mix logo and includes the statement “I have a unique water-based barrier coating” in accordance with EN 13432.

Sustain’s OzHarvest Collection aims to connect with businesses by providing them a quantifiable achievement (with the donation of meals), and supply them a sustainable product to offer customers that encourages further education on food waste using the QR code.