Celebrating Big Wins at the 2025 Shop! Awards
Every year, the Shop! Awards spotlight the very best in shopper marketing, retail innovation, and in-store excellence, recognising the ideas, craft, and strategic thinking that shift behaviour where it matters most: at shelf.
They’re a celebration of the teams, clients, and creative partners who push the boundaries of what’s possible in retail.
This year, we were honoured to stand among industry leaders and walk away with three awards across two highly competitive categories, a testament to the clients who trust us, the strategists and creatives who obsess over detail, and the production partners who help bring ideas to life.
What made the night even more special? Sharing it with our phenomenal clients and fellow industry innovators who elevate the standard of South African shopper marketing year after year.
Below is a spotlight on the campaigns that brought home the wins.
Our Awards
Silver in the Shopper Marketing Category – McCain Perfectly Paired
This year, McCain aimed to renew shopper excitement. Their challenge to us was to rebuild relevance and remind shoppers just how essential McCain chips are in everyday meals.
Drawing from basket-level insights, we uncovered that chips are rarely bought alone. In fact, they’re often used to complete the meal.
The Perfectly Paired campaign brought this insight to life across Checkers, Pick n Pay, and SPAR, activating nationally over 8–12 weeks. We placed McCain in high-traffic crossover locations, including burger patties, frozen fish, and sauces, where meal-building decisions happen.
With appetite-led visuals, freezer flags, home-site decals, and even an interactive pull-tab mechanic in Checkers Hyper, we made McCain unavoidable in the best possible way.
Silver in the Temporary On-Shelf Category – Pieman’s Warmer Banner Wings
In Checkers bakeries nationwide, hot pies were stored inside unbranded glass warmers, neutral and functional, offering little distinction.
Pieman’s saw an opportunity to claim the moment of truth, and we were tasked with building a custom solution that could survive heat, steam, constant handling, and baking-floor conditions.
Essentially, the warmers are prime real estate, but no one was owning them.
Enter the Warmer Banner Wings: A bold set of heat-resistant, UV-printed ABS panels engineered to fit curved and straight warmers perfectly. After rigorous prototyping, retailer testing, and refinement, the solution rolled out across 100 Checkers stores for 12 weeks, transforming once-generic warmers into unmistakable Pieman’s brand assets.
More than a campaign, this innovation permanently elevated the bakery experience and cemented Pieman’s as SA’s No.1 pie brand at the moment it matters most.
Bronze in the Temporary On-Shelf Category – Danone NutriDay Fruit
Danone challenged us to re-ignite excitement around their reformulated NutriDay Fruit range by dramatising its “Deliciously Creamier with Added Fruit” story directly at fridge level.
With outdated perceptions affecting the category, our job was to shift taste-led perceptions and bring the new texture to life visually, right at the cold shelf where decisions are made.
The result was a bold, moisture-resistant category banner featuring a larger-than-life tub, creamy strawberry swirls, and high-impact nutritional cues. Designed to thrive in refrigerated conditions, the execution ran across 200 Checkers and Shoprite stores for six weeks, aiming to re-engage lapsed shoppers and attract new ones.
The NutriDay Fruit range closed Q4 with measurable growth in both volume and value, powered largely by non-promotional sales, proof that taste, visibility, and appetite appeal still win hearts (and baskets).
A Spectacular Night With Spectacular People
Awards are always a proud moment, but what really made the night special were the people in the room. And the ones who worked so hard to help us get here.
We spent the evening celebrating alongside clients who trust us, teams who show up with passion and dedication, and industry peers who constantly push the standard of in-store marketing.
The atmosphere was vibrant, the competition was tough, and the work on display reminded us why this industry inspires us year after year.
Ready to See How Hyphen Creatives Can Help You Create An Award-Winning Campaign?
Whether you’re looking to refresh a category, boost visibility at shelf, or shift shopper behaviour in a meaningful way, our team is ready to partner with you from insight to execution.
Get in touch with us today at info@hyphencreatives.com to find out how we can turn your next brief into something that stands out, performs, and earns the recognition it deserves.