CRP wins award for Toblerone design

CRP Print & Packaging has won a silver award from Point of Purchase Advertising International (POPAI) for a pop-up unit it designed for Kraft Food's Toblerone.

The £20m-turnover Corby-based company, which has 175 staff, was recognised in the temporary food category of the European POPAI awards for a unit it designed for the in-store launch of Toblerone Tobelle, a gift-box version of the chocolate brand.

The "Tobelle pop up unit" is a triangular lightweight floor display made from e-flute which was designed to resemble the shape of a Toblerone. The graphics were printed on the company's litho press.

CRP sales manager Mike Devine said his team was "delighted" to receive the award, which is their fourth in three years from the European POPAI awards.

"We were tasked with coming up with a lightweight unit that would keep the weight of the product while communicating the Toblerone brand. We are extremely proud of our display business’ achievements. The team continues to demonstrate and abundance of creative talent."

Entries to the POPAI awards are judged against criteria including design, construction, use of retail space, communicative value and ability to drive sales or meet the objectives set by the client in the brief.