In the framework of the 31th Congress on Commercial Strategy and Marketing, AECOC has presented the awards corresponding to the 14th edition of the Shopper Marketing and Innovation AwardsThis initiative recognizes the most relevant projects in the consumer goods sector for their ability to generate value, boost category growth, improve the shopping experience, and strengthen collaboration between manufacturers and distributors.
In this edition, the jury has recognized proposals that stand out for their ability to identify new market opportunities, anticipate consumer needs, and transform categories through innovative strategies and differentiated business models.
The winners of this edition were:
- Best category development action: Danone, for “Development of the plant-based yogurt category with Alpro”
- Best SME development initiative: Germinats Tugas, for “Pioneers in Sprouts since 1985”
- Best launch: Unilever, for “Hellmann's Roasted Garlic Mayo & Truffle Mayo”
- Best innovation in retail: BonÀrea, for “RetornA Packaging Project”
- Extraordinary award for career achievement in consumer goods: The Fini Company
In the Best Category Development Action category, the jury has recognized Danone for its project to boost the plant-based yogurt category through Alpro. The initiative has been praised for its comprehensive approach to strengthening a rapidly evolving segment and for its ability to transform a barrier to entry—taste—into a growth driver.
The proposal combines brand activation initiatives, experiences targeting new audiences, a portfolio tailored to different consumption occasions, and a strong presence at the point of sale. The project has helped consolidate the brand's leadership and stimulate the development of the plant-based market in Spain.
In the section on Best SME Development Action, Germinats Tugas She has been awarded for her project “Pioneers in Sprouts since 1985”, an initiative that highlights four decades of work promoting a category that was practically non-existent until its arrival in the Spanish market.
The company has based its development on its own research, innovation applied to sustainable farming, and an ongoing strategy of consumer outreach. Furthermore, the project stands out for combining sustainability, scientific backing, and a clear commitment to added value.
In the Best Pitching category, Unilever It has been recognized for the introduction of the new varieties Hellmann's Mayo Roasted Garlic and Mayo Truffle, a proposal designed to revitalize a mature category and attract new consumer profiles.
The company identified a growth opportunity in the Spanish market related to flavors, which until now had a limited presence within the category. The initiative was supported by an omnichannel strategy and strong in-store activation, resulting in positive growth for both the brand and the category itself.
For its part, BonÀrea has won the award for Best Innovation in Retail thanks to its “RetornA Packaging Project”, an initiative that introduces a circular system for the return and reuse of packaging for fresh meat products.
The system allows shoppers to return used containers in-store and receive financial compensation, while the containers are cleaned and reused. The project stands out for incorporating its own patented solution and for having demonstrated its viability and scalability.
Recognition of a benchmark career
Also, in this edition the jury has awarded the Extraordinary Prize for career achievement in mass consumption to The Fini Company, in recognition of its sustained evolution, its growth capacity, its international expansion and its continued commitment to innovation and brand development.
With this award, AECOC recognizes the contribution of those companies that, throughout their history, have driven the growth of the sector and have helped to strengthen the consumer goods business fabric through solid, distinctive and sustainable models.
