Booklet Design

Grocer ULSTER

✦✦ ✦ ✦ ✦

Market ingAwards 40 Years At the heart of the Northern Ireland food industry

2013

Gala Ball

Supporting GroceryAid

Fri 9th May 2014

We’re looking for Marketing Excellence T

he 26th annual Ulster Grocer Marketing Awards are expected to be as closely contested as ever. All eyes are now on the annual Ulster Grocers’ Ball in support of GroceryAid when the winners will be unveiled.

The awards are judged by our panel of guest judges. Chaired again this year

by Michael Maguire of Quintus, our expert judges are all people whose faces and credentials will be well-known within the retail grocery or food production sectors.

The Ulster Grocer Marketing Awards are open to any company that’s involved in retail grocery trading, from products to suppliers and wholesalers as well as individual retail outlets. They are always hard fought and as a result, are widely regarded as among the highest local marketing accolades that a company can achieve within this sector. The GroceryAid Grocers’ Ball is a glittering evening out and has been a fixture in the trade’s social calendar for many years. GroceryAid, the grocers’ benevolent fund, formerly known as Caravan, is the beneficiary of the evening, so it’s the perfect backdrop for the presentation of these coveted awards.

The Ulster Grocer Marketing Awards are recognised as a mark of the professionalism and industry awareness of those who win them. They make a clear statement to peers and clients and they are certainly worth competing for, as successive winners can well attest. They will have particular significance at present, thanks to the challenging economic circumstances that all of us find ourselves in.

Best Marketing Campaign 2012 This may be a corporate, brand or project campaign and food suppliers, grocery wholesalers and grocery retailers are all eligible to enter. While the subject matter of the campaign may be any aspect of retail grocery, the marketing campaign should include some or all of the following elements – Press, TV, radio, outdoor, in-store POS/merchandising, PR, website, leaflets, digital and SMS.

Grocer ULSTER

“

We are all delighted at Premier Foods that the Hovis ‘Proudly Baked’ campaign has won the Ulster Grocer Best Marketing Campaign at this year’s awards ceremony.

This was a tailored campaign specifically for the Northern Ireland consumer that successfully changed consumer perception of Hovis and resulted in it now being regarded more than ever as a local brand. I am thrilled that the efforts of the entire team at Premier Foods have been recognised by this prestigious industry award against strong competition by such a distinguished panel.”

Richard McQuillan, Brand Manager Hovis

Grocer ULSTER

“

We are thrilled to have been awarded, for the second consecutive year, the title of Best Instore Consumer Sales Promotion.

The 2011 SMURFS loyalty campaign was operated through our SPAR & ViVO brands and was designed to drive customer loyalty through reward while increasing average basket spend. The campaign was a huge success. Not only was there record numbers of SMURF products purchased but store sales rose significantly. The promotion also increased basket spend in Henderson Retail company-owned stores and increased footfall across the board, with one store showing an additional 2200 customers during the promotional period. The results of the campaign were phenomenal and we are delighted to have our achievements recognised by this award.�

Bronagh Henderson, SPAR Brand Manager Hendersons

Best In-Store Consumer Sales Promotion This could be a stand-alone or even a joint promotion between two companies - for example, two manufacturers/brand owners running a cross-promotion on complementary products or a retail group and a manufacturer working together on a promotion running across a group of stores, or an individual retailer working independently with a manufacturer/brand owner to run a unique promotion that is exclusive to one store.

Henderson Group Brand Marketing Controller Brenda Mulligan was awarded the Best Instore Campaign trophy by James Greer, (left) publisher of Ulster Grocer and Ashley Douglas from sponsor Bacardi Brown-Forman Brands

r

Best New Product Launch/Relaunch This category is open to brand owners and includes new product launches as well as the relaunch of existing products.

Grocer ULSTER

“

Irwin’s bakery are delighted to receive the Best New Product launch award for the very successful national listing introduction of Asda mini snowballs.”

Colette Wilson, Marketing Manager Irwin’s Bakery

Mr John Hopkins and his team from Irwins Bakery receiving the award for Best New Product Launch from James Greer (left) of Ulster Grocer and award sponsor Ashley Douglas of Bacardi Brown-Forman Brands.

Grocer ULSTER

“

It is a great honour to win the Best Charity Partnership award at this year’s Ulster Grocer Marketing Awards. We are thrilled that our partnership with Lidl Northern Ireland has been widely recognised.

Lidl Northern Ireland has played a central role in helping us deliver our Schools Health Education Programme.

The programme helps reduce children’s risk of cancer in later life by teaching them about healthy eating habits and the importance of physical activity.”

Best CSR Initiative/ Charity Partnership The best Corporate Social Responsibility or Charity Partnership Initiative category is open to any company operating in the retail grocery sector, from food manufacturers/suppliers to wholesalers and individual retailers.

Gerry McElwee, Head of Cancer Prevention, Ulster Cancer Foundation

Best CSR Campaign was awarded to Lidl NI in conjunction with the Ulster Cancer Foundation. The award was collected by Gerry McElwee from the charity

Best Brand Best product brand open to all brands serving the grocery wholesale and retail sector.

Judges will examine the effectiveness of brands in relation to communication, advertising and promotional campaigns, distribution effectiveness, brand visibility and customer loyalty.

Paul Burch, Moy Park Account Director Ireland, received the Best Brand award from sponsor Joanne Curran of AV Browne

Grocer ULSTER

“

The team at Moy Park is delighted to have been awarded ‘Best Brand of the Year 2011’ at the Ulster Grocer Marketing Awards. In 2011 we extended the Moy Park branded range of fresh and breaded poultry and ‘ready to cook meals’ into Northern Ireland. The range has been hugely successful in the Republic of Ireland market, where we are the number one poultry brand and we are now starting to see that success echoed in Northern Ireland. During this period we have made considerable investment in a high profile integrated communication, advertising and promotional campaign - ‘Fast Lives Need Flavour’, which has increased brand visibility and really resonated with consumers. Receiving this award is testament to the hard work of the team at Moy Park in developing our brand in recent years.”

Paul Burch, Moy Park Accounts Director Ireland

Grocer ULSTER

Green Retailer of the Year Sponsored by

“

Power NI is delighted to be part of the Ulster Grocer Marketing Awards 2013 for the second consecutive year.

Sponsorship of the ‘Best Green Retailer of the Year’ award is the perfect match as Power NI pioneered ‘green’ energy in Northern Ireland, offering renewable energy options to local businesses since 1999.

We continue to provide a full range of products and services including discounted fixed and variable contracts with renewable ‘green’ energy options, plus energy efficiency grants and special offers to help our customers cut costs.

Best of luck to all category entrants and we look forward to the glittering awards evening next year!”

Alan Egner, Commercial Sales and Marketing Manager Power NI

This category is open to retailers who have adopted effective ‘green’ management systems and product selection. The judges will look for evidence of good supply sources, in-store handling procedures, and meeting customer expectations.

Paddy Doody, Sales and Marketing Director for Henderson Group, receives the Green Retailer award from sponsors Power NI representatives Ken McCracken, Lesley Ann Diffin, Aine Bloomer and Alan Egner, Business Sales and Marketing Manager

ar

ve ges ng

Best Off-Sales Drinks Campaign This category is open to the manufacturers, wholesalers or retailers behind promotional drinks campaigns in the offtrade sector. The campaign entered can include one or all of the following media - radio, television, print, outdoor, in-store, merchandising and digital.

Grocer ULSTER

“

United Wine Merchants is delighted to be named winner of the Best Off-Sales Drinks Campaign for our Bella Vie Campaign at the Ulster Grocer Awards.

The Awards event is an excellent means of showcasing the talent within the industry and we are extremely proud that our marketing team has been recognised once again, following our success in last year’s awards.”

Melanie Talbot, Marketing Manager United Wine Merchants Ltd

Best Off-Sales Campaign award went to United Wine Merchants for the launch of Bella Vie. Collecting the award from sponsor Ashley Douglas of Bacardi Brown-Forman Brands was Sabrina Jamet (left) and Melanie Talbot, Marketing Manager

Grocer ULSTER

• Ulster Grocer has an unparalleled presence in the marketplace having been in circulation for more than 40 years. • Ulster Grocer is ABC audited with a current circulation of 4517 (1st July 2011-30 June 2012) encompassing all relevant personnel within the grocery sector in Northern Ireland, with a very high percentage of our circulation by verified request. We feel it is important to know that our magazine is reaching the people who matter. • Ulster Grocer carries profiles on independent, multiple and symbol retailers who share secrets of success and offer inspiration to others.

Best Food Export Marketing Award This award will recognise and celebrate the hard work and dedication of Northern Ireland food-producing companies which have taken the bold step into exporting, and are marketing their products outside the country successfully.

n of old ntry

Categories & Criteria Best Marketing Campaign 2012 This may be a corporate, brand or project campaign and food suppliers, grocery wholesalers and grocery retailers are all eligible to enter. While the subject matter of the campaign may be any aspect of retail grocery, the marketing campaign should include some or all of the following elements – Press, TV, radio, outdoor, in-store POS/ merchandising, PR, website, leaflets, digital and SMS.

Best New Product Launch/ Relaunch This category is open to brand owners and includes new product launches as well as the relaunch of existing products.

Sponsored by

Best In-Store Consumer Sales Promotion This could be a stand-alone or even a joint promotion between two companies - for example, two manufacturers/brand owners running a cross-promotion on complementary products or a retail group and a manufacturer working together on a promotion running across a group of stores, or an individual retailer working independently with a manufacturer/brand owner to run a unique promotion that is exclusive to one store.

Best CSR Initiative/ Charity Partnership The best Corporate Social Responsibility or Charity Partnership Initiative category is open to any company operating in the retail grocery sector, from food manufacturers/suppliers to wholesalers and individual retailers.

Sponsored by

Best Brand

Green Retailer of the Year

Best product brand open to all brands serving the grocery wholesale and retail sector. Judges will examine the effectiveness of brands in relation to communication, advertising and promotional campaigns, distribution effectiveness, brand visibility and customer loyalty.

This category is open to retailers who have adopted effective ‘green’ management systems and product selection. The judges will look for evidence of good supply sources, in-store handling procedures, and meeting customer expectations.

Sponsored by

Best Off-Sales Drinks Campaign This category is open to the manufacturers, wholesalers or retailers behind promotional drinks campaigns in the off-trade sector. The campaign entered can include one or all of the following media - radio, television, print, outdoor, in-store, merchandising and digital.

Best Food Export Marketing Award This award will recognise and celebrate the hard work and dedication of Northern Ireland food-producing companies which have taken the bold step into exporting, and are marketing their products outside the country successfully.

Sponsored by

Entry Requirements ♦ 1. To be considered eligible, your campaign must have run or begun within the twelve months of the year 2012 and have been designed to boost business within the grocery retail sector. ♦ 2. Your campaign must have run in Northern Ireland, but not exclusively so. ♦ 3. All entries must include the following information: • Contact name and position within company entering the award (agencies may put in an entry on behalf of a client but with full client knowledge and consent).

• Company details and full postal address.

• Telephone, fax and e-mail details.

• Title of category being entered. ♦ 4. As these awards are for marketing excellence, entries should be as comprehensive as possible and professional in presentation and substance. ♦ 5. All entries should consist of a full submission under three separate headings: • The Strategy • The Project Details • Quantifying Success Your entry should outline what the objectives of the project/campaign were and be fully backed up by the research/consumer insights used in the development of the idea behind the campaign, how that information was translated into a creative strategy which reflected the brief and, most importantly, the statistics that show the campaign to have been successful in terms of results.

Any sensitive figures provided for judging purposes can be withheld from publication

on request. Supporting documentation, such as mpegs of advertisements, powerpoint presentations, posters/POS materials, media coverage, etc, should also be provided.

As the winning entries will be shown at the awards presentation, it is essential that your full-colour printed entry be accompanied by mpeg on CD/DVD running for no more than two minutes and/or full-colour, high resolution still images. These visual presentations should be complementary to the printed entry – NOT in place of. ♦ 7. Four full copies of each entry are required. ♦ 8. Each entry must also include a separate 300-word synopsis of the campaign, along with a high resolution, good quality (300 dpi) image illustrating the campaign, which will be used in a preview of all entries in a forthcoming 2013 edition of Ulster Grocer.

CLOSING DATE: All entries – i.e. the full submission plus the 300-word synopsis and all supporting material - must be received by Friday 1 March 2013.

FEE: An administrative fee of £100 plus VAT will be charged to enter.

TO REGISTER your interest: Contact the Advertising Manager: Karen Graham Tel: 028 9078 3235 Email: karengraham@greerpublications.com SEND YOUR ENTRIES TO: Ulster Grocer Marketing Awards 2012 Greer Publications, 5B Edgewater Business Park, Belfast Harbour Estate, Belfast, BT3 9JQ.