Chemist Warehouse Award Winners: (left to right) Top row - Nina Matti, Joanna Vlahopoulos, Laura Camilleri, Max O'Reilly. Middle Row - Luke Zagami, Vedat Ilgaz, Mary Ghribeh, Ryan Manson. Bottom Row - Lara Palermo, Raven Cunanan, Daniel Tsafkas
Australia’s leading pharmacy retailers and their creative partners were celebrated at the 2025 Real Media Awards, presented by the Visual Media Association in Melbourne last Friday night, where Direct Chemist Outlet and Chemist Warehouse were the standout performers across multiple categories.
Direct Chemist Outlet delivered an exceptional performance, winning Best Emerging Talent for Stella Chau, and taking top honours in both the Digital Campaign and Data-Driven Campaign (Over 100,000 recipients) categories with its breakthrough campaign “The Hairy Pill.” Meanwhile, Chemist Warehouse took home two major titles in Cosmetics and Skincare and General Pharmacy and Wellbeing for its October Big Beauty Sale campaigns, reinforcing the brand’s dominance in consumer health and beauty marketing.
The wins highlight the strength of the pharmacy sector in embracing data-driven creativity, multi-channel storytelling, and measurable marketing outcomes.
“The pharmacy sector continues to demonstrate extraordinary marketing success across strategic selection of channels,” said Kellie Northwood, Chief Executive Officer of the Visual Media Association. “Brands such as Chemist Warehouse and Direct Chemist Outlet have mastered the balance between brand building and response marketing with channel selection across frequency and proof of purchase journeys. They combine data and market intelligence with physical media such as catalogues, loyalty communications, and point-of-sale materials to drive measurable sales and customer trust.”
Northwood noted that catalogues and letterbox marketing remain central to the success of pharmacy retail while balanced with digital channels to complete the customer journey.
“90% of Australians check their letterbox weekly and nearly half prefer purchasing from in-store promotions. These statistics prove that when consumers see a well-designed pharmacy catalogue or promotional flyer, they act, and this purchasing behaviour is reinforced when in-store. Furthermore, when print and digital are paired together, conversion rates increase by 28% and ROMI improves by triple digits. That is marketing effectiveness at its best and as we settle into the world of multi-channel marketing print remains a foundational staple for the most successful retailers,” furthered Northwood.
“The Hairy Pill” campaign from Direct Chemist Outlet demonstrated how precision targeting and bold creative can elevate a pharmacy brand. The campaign achieved exceptional engagement through personalised communication supported by data insights and a strong print and mail component. “The October Big Beauty Sale” from Chemist Warehouse reflected similar success outcomes to efficacy, using catalogues, in-store collateral, and promotional packaging to reach millions of Australians while reinforcing the brand’s leadership in affordable beauty and health.
“Pharmacy retailing is one of the most competitive sectors across Australia,” said Northwood. “The work from Chemist Warehouse and Direct Chemist Outlet proves that great ideas are key, not always confined to high-spend campaigning. What matters is intelligent creative, customer insight, and consistency across every touchpoint, from the catalogue to the online store or in-store counter.”
Now in its thirty-third year, the Real Media Awards recognised more than thirty categories celebrating the best in retail marketing, packaging, loyalty, custom publishing, design, and digital communications across Australia and New Zealand. The 2025 Gala, held at Zinc, Federation Square, brought together over 500 guests from across the creative, retail, print, and media sectors.
The Awards were proudly supported by IVE Group, Pegasus Media and Logistics, SBM, Spicers, UPM, Ricoh, Australia Post, Media Super, and HP Currie Group. Their continued support highlights the importance of collaboration across the full media supply chain and investment into the re-emerging channel.
