Two of Australia’s leading pharmacy retailers and their creative partners were celebrated at the 2025 Real Media Awards, with Direct Chemist Outlet and Chemist Warehouse being standout performers across multiple categories.
Direct Chemist Outlet took home the Best Emerging Talent award for its marketing coordinator, Stella Chau, as well as top honours in both the Digital Campaign and Data-Driven Campaign (Over 100,000 recipients) categories for its ‘The Hairy Pill’ campaign, as well as in Cosmetics and Skincare for its Half Price Beauty Sale May 2025 catalogue.
Meanwhile, Chemist Warehouse took home the General Pharmacy and Wellbeing award for its ‘October Big Beauty Sale’ campaign.
According to Kellie Northwood, CEO of event organiser, the Visual Media Association (VMA), 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,” Northwood said.
“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.
“Ninety per cent of Australians check their letterbox weekly and nearly half prefer purchasing from in-store promotions,” she explained.
“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 per cent 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.”
Northwood said the ‘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.
On ‘The October Big Beauty Sale’ from Chemist Warehouse, Northwood said it 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. The work from Chemist Warehouse and Direct Chemist Outlet proves that great ideas are key, not always confined to high-spend campaigning,” said Northwood.
“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 33rd year, the Real Media Awards recognised more than 30 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, HP Indigo, Currie Group.
2025 Real Media Awards winners
Major Awards
Brand of the Year: Aldi
Retailer of the Year: Aldi
Agency of the Year: BMF
Judges’ Choice: Lost MTNS – Swim and Camp
Best Emerging Designer: Louise Bolger – RB Sellars
Best Emerging Talent: Stella Chau – Direct Chemist Outlet
Home
Kitchenware and Home Interiors: The Reject Shop – Christmas 2024
Furniture, Bedding and Manchester: OSMEN – Boxing Day Catalogue
Home Improvement/Repairs/Hardware: Bunnings – Bunnings Magazine
Fashion
Women & Men’s Apparel: RB Sellars – Spring Summer 2025 Catalogue
General – Shoes, Swimwear, Mixed Apparel: Peter Sheppard Footwear – The Collection Spring Summer 2024
Children’s Toys and Apparel: Aldi – Go a Little Extra (Christmas 2024)
Cosmetics and Pharmacy
Cosmetics/Skincare: Chemist Warehouse – October Big Beauty Sale
General Pharmacy/Health and Wellbeing: Chemist Warehouse – October Big Beauty Sale
Recreation and Leisure
Sports and Fitness: Chemist Warehouse – January 2025 Australian Open
Camping, Outdoor Goods and Miscellaneous: LOST MTNS – Swim & Camp
B2C
Real Estate and Property: Simonds Home – Create Extraordinary (Style Inspiration Guide)
Automotive Vehicles and Parts: Opposite Lock – Summer Ready Catalogue
Tourism, Education, Government, Utilities, Telecommunications: LOSTMTNS – Swim and Camp
Office Supplies and Product Guides: Krost Business Furniture – Krost 2025 Collection
Retailers
Chain + Department Stores + Shopping Centres: Ferguson Plarre's Bakehouse – Christmas Food and Gifts at Ferguson Plarre's Bakehouse
Liquor: Aldi Australia - Go a Little Extra (ALDI Christmas 2024)
Online Retailers: Peter Sheppard – Autumn Winter 2025
Specialty Retailers: Ferguson Plarre's Bakehouse – Christmas Food and Gifts at Ferguson Plarre's Bakehouse
Supermarkets: Woolworths Supermarkets – Everyday Extra Brand Awareness
Digital
Campaign: Direct Chemist Outlet – The Hairy Pill
Publications: Ritchies Liquor – 1870 Cocktails by Tommy
Excellence in Craft
Best in Class: Visit Victoria – Official Visitor Guide to Melbourne and Victoria (Summer 2024-25)
Campaign Series Multi-channel: Aldi Australia – Go a Little Extra (Aldi Christmas 2024)
Creative Design and Execution: #LOSTMTNS – Swim and Camp
Excellence in ESG: Indigenous Literacy Foundation – Indigenous Literacy Foundation (Four-Book Series)
Data-driven Campaigns
Charity and Fundraising Campaigns: Harte International – The Classic HOPE Edition
Over 100,000 recipients: Direct Chemist Outlet – The Hairy Pill
Under 100,000 recipients: RB Sellars – Spring Summer '25 Catalogue
Packaging + In-store
Brand Activation: Chemist Warehouse – January 2025 Aus Open
Labels: Little Big Dairy Co. – Milk Labels
Packaging: Vision Australia and Petbarn – Petbarn Foundation Seeing Eye Dogs Appeal