Congratulations to our associate member Brand Promotions on winning an APPA gold award
Brand won the Australian Promotional Product, Gold Consumer GWP Promotion award at the APPA Awards.
APPA is the Australian Promotional Products Association and its annual awards night recognises excellence in the use and execution of promotional products in below-the-line activities. And like the Australian drinks Awards, the judging is conducted by an independent panel of experts.
Brand has previously won awards for gift with purchase promotions in infant health and FMCG, but this year it was an extremely successful promotion in the animal health space that scooped the big award.
The judges said the entry was selected for originality of concept and great execution: “It was on brand, simple, logical and effective – a terrific GWP.”
The client was Merial, one of the world's biggest animal health companies, and the product was Frontline, a monthly tick prevention medicine.
Frontline is a very successful mature brand, but there's a lot of competition from new entries to the market. So the primary target was their existing client base.
They wanted to ensure at the start of the tick season that they hung on to their existing clients with a really good promotion. The result was the “safe card” for identifying and safely removing ticks from both animals and humans.
An offer was created to buy three packs of Frontline and get the Safe Card for free. Consumers loved the offer and bought a whole season of product in that one promotion.
Merial Australia (part of the giant French SANOFI group) noted it was “our best sell in ever in this very tough and competitive category and the best offtake result for this mature brand. Brand Promotions tuned in to our promotional needs and delivered.”
Robert Orrell, Managing Director, Brand Promotions said: “We were very proud to win yet another APPA award – our job is to make the client/ brand manager the hero in the campaign and winning these awards confirms we’ve done our job well.
“That’s the reason that we have chosen to be the Most Loved Brand sponsor at the Australian drinks Awards this year. And we certainly hope to be submitted a drinks brand at the APPA awards next year.”