The awards, staged next February, will see a consumer panel, made up of more than 12,000 households, vote for FMCG products. Winners are allowed to display the PoY brand.
PR activity for this February's inaugural awards, which attracted more than 100 entries in 24 categories, was handled by The SPA Way and mostly targeted trade press. The focus for 2006 will be to increase consumer understanding of the PoY brand.
Good Relations will also target business and trade media to promote the positive effect the awards can have on sales. The scheme began in France 15 years ago.