Celebrating another big awards scoop for Linney

For the second year running, we’ve won key industry recognition for our unique store displays at the POPAI Awards

Linney’s innovative 6-in-1 in-store display for Sherwin-Williams’ DIY brand Ronseal has landed awards in the Home and Garden and Sustainability Categories at the annual POPAI Awards, which celebrate excellence in retail marketing and point-of-sale.

The POS that gained Bronze in the Home and Garden category and a Gold Award for Sustainability, showcased Sherwin-Williams’ Ronseal One Coat and Beautiful Decking range on gondola ends across 300 B&Q stores of various formats.

This was a project-based campaign which focused on the DIY dilemmas of consumers with limited practical experience. It was about making an impact in a busy store environment, engaging consumers with eye-catching content that recognised their challenge and proposed the Ronseal product as the optimum solution.

The bespoke display needed to suit the size of the location and allow for flexible product messages which changed at various points during an 18-week promotion.

In an innovative industry first, our unique ‘Swiss Army’ solution was a flexible display featuring two interchangeable project and product messages that could be adapted to different sizes to suit three different store environments. Linney’s suite of complementary tools and activities for Ronseal’s regional merchandisers included an augmented reality POS app and pre-campaign workshop.

Practicality and sustainability were at the heart of a design that demanded robust, flexible and cost-effective materials able to withstand the rigours of transportation, intuitive installation and easy adaptation. Keeping to this ethos landed Linney the Gold Award in the Sustainability category.

By developing our 6-in-1 solution, instead of using six individual pieces of POS, we were able to reduce the cost to the client by 83%.

Announcing our second win of the night, the Sustainability Award, the judges praised our innovative design for effectively reducing materials. The judges were impressed by the “simple but flexible unit saving 14 tonnes of material compared with producing six different sized units”. They added “the use of water-based ink and a display that can be distributed in cars rather than vans further contributes to this unit’s environmental credentials.”