WINNING MATTERS

With the entry process well underway, marketing expert and awards judge Gail Walker from Red Cool Consulting offers sage advice around award recognition – and why the PAPAs can deliver invaluable marketing tools and profitability.

Catching the eye

If you like wine, but are not a connoisseur, like me you will have stood in a supermarket and wondered which to go for. Pinot Grigio? Soave? Frascati? Perhaps the one with the nice label? The bottle with the golden award sticker is surely a winning choice.

In 2019, Campaign UK published an article which stated: “Those who win (the Product of the Year Award) have the right to use the Product of the Year logo – a recognisable stamp of approval and one that 86% of consumers say means they are more likely to buy a product. As such, the awards stand out to marketing professionals as an accolade which is particularly meaningful to their brands.”

Each winner at the PAPAs receives a trophy and that all-important winner’s logo to feature on product packs, shelf-talkers and other promotional material.

Sales boost

Receiving an award has been proven to significantly impact on sales. As a CEO or marketing head of a business, it is crucial to recognise the influence that awards can have on consumer behaviour. By leveraging awards, your company can gain a competitive edge, build credibility and inspire consumer trust.

This recognition and positive association can greatly influence the consumer purchasing decision, ultimately leading to loyalty and growth. For example:

• Pizza Express have won numerous PAPA awards over the years. The company has stated that this has helped increase sales by an average of 12% annually.

• Domino’s Pizza claimed the PAPA Delivery Award in 2022, which has helped boost sales by 15%.

Respected recognition

The PAPAs are well-established as the leading accolade in the UK’s pizza, pasta and Italian food industry. While longevity certainly contributes to their status as a mark of excellence, the thorough judging process is also a major factor behind the respect afforded the PAPAs within the industry.

That’s why brands such as M&S, ALDI and Zizzi want their customers to know about their success.

That’s why the PAPA Award Winner logo is found on products and marketing throughout the nation.

That’s why you should enter.