The entry consists of a theatrical Diwali display featuring four to six prefilled quarter pallet shippers with connecting base and top cover, end panels, 3D Ferrero pyramid toppers, and Diwali-themed headers with personalized store messaging on the central element. The end panels are flush for four-shipper displays and feature angled ‘bookends’ for six-shipper displays.

The display solution creatively emphasized Ferrero Rocher’s premium positioning with vibrant gold materials to attract its target demographic, predominantly ABC1 female shoppers. As Diwali is a festival of light, the golden hues of the brand were used to create a celebratory atmosphere, positioning the display as a beacon in-store. The display's design communicated the Tesco Clubcard deal price and offered a clear call to action, ‘Get wrapped up in the moment’. The graphics incorporated subtle Diwali Diya lamp designs, reinforcing the connection between Ferrero Rocher and the Diwali occasion. Personalizing the store headers to feature each Tesco location further enhanced the connection with local shoppers, making the messaging feel more personal and relevant.

The added value to the project came from managing personalized store headers, coordinating multiple artworks, and ensuring efficient assembly, packing, labeling, and direct-to-store shipping. Moving away from the gold Mirriboard used in previous years, the display utilized Pantone gold printed on cardboard for a premium look, reducing environmental impact. The display is plastic- and metallic foil-free and fully recyclable.

This entry is award-worthy for reinforcing the connection between Ferrero Rocher and Diwali. The personalized Wow display, which drove a +72% sales increase, successfully blended branding with festive graphics to engage shoppers and boost sales. The display’s adaptability to various store sizes and prefilled shipper quantities, along with its paper-based construction, demonstrated that sustainability and commercial success can go hand in hand.

Targeted at Tesco Extra and larger format Tesco stores, the display was designed for placement in foyer and end-of-aisle spaces, ensuring maximum visibility and accessibility. The objectives behind the materials and manufacturing processes focused on achieving the visual impact of a bespoke unit in an efficient and environmentally friendly way. The display was flatpacked to reduce transport volume, and components were made from fully recyclable materials like EB-flute and white-lined greyboard. Litho printing in Pantone gold replaced metallic foil, and store-localized headers were printed efficiently by squeezing multiple panels onto each litho print sheet.

Client feedback highlighted the success of the Wow displays, with Ferrero receiving positive responses from store managers and Tesco, confirming that the displays exceeded expectations in both performance and aesthetic appeal. This activation’s success also opened doors for future Wow displays, including for events like Valentine’s Day, Mother’s Day, and Eid/Ramadan.

Marketing objectives were met by ensuring the display created major theater in larger Tesco stores, driving shopper disruption. The Wow displays delivered significant sales value uplift of +72.9%, and stores with Wow displays more than doubled sales year-on-year. By delivering displays as compact kits for easy assembly, the project minimized CO2 emissions and waste. The personalization of the display to specific stores further contributed to its relevance and success.

Sustainability goals were met by using recyclable materials instead of plastic-laminated metallic foil and reducing transport emissions through efficient manufacturing and logistics. The display’s compact, flatpacked design and the elimination of unnecessary components helped reduce waste and CO2 emissions. The display’s full recyclability at the end of its life ensures minimal impact on landfill, supporting the circular economy.