Sustained Success - Services

Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.

2023 GLOBAL GRAND CONTENDER

How We Got Customers Lovin' It And Kept Them Lovin' It, No Matter What

This is the story of how, over 15 years, brand-building has taken McDonald’s UK from national pariah to national treasure. It  brings to life how this unique approach to communications was established, expanded and elevated to re-earn McDonald’s place in the hearts of the nation. And it proves how this has driven an extraordinary 54 quarters of continuous growth, despite a catastrophic PR crisis, category fragmentation, and Covid-19. This is the story of how brand-building got customers Lovin’ It again, and kept them Lovin’ It, no matter what.

Brand: McDonald's
Client: McDonald's (United Kingdom)
Agency: Leo Burnett London
Language: English

2023 GLOBAL GRAND CONTENDER

Wearing in, not wearing out: Six years of Food Love Stories (and counting)

In an industry that fetishises ‘new’ and short-termism, this is a story about doing the opposite through a big, enduring idea – Food Love Stories. How six years of careful stewardship helped that idea become more successful, transforming the nation’s biggest grocer from faltering to flourishing. How an unwavering belief in the power of long-term brand building paid off, even when Tesco found itself caught in a pandemic. When other brands react to changing headwinds by starting anew, this is a story of bravery in committing to what’s worked before.

Brand: Tesco
Client: Tesco
Agency: BBH London
Language: English

2023 GLOBAL GRAND CONTENDER

The Right Way to build a brand

KFC had an iconic product, but a brand and business in stagnation. This paper details how we created a new strategic platform and communications approach, to fuel a business transformation. From 2017- 2021, ‘The Right Way’ was a north star for the entire business, delivering a brand turnaround (positive brand impression for the first time ever), accelerating revenue growth to over £1bn, and overcoming the biggest crises in the business’ history, all at an ROI of £3.81. It helped define innovation, restaurant design, experience and even category-leading chicken welfare.

Brand: KFC
Client: KFC UK&I
Agency: Mother London
Language: English

FINALISTS

Ally Bank Save For What Matters

Emirates NBD Innovation as a currency

Ooredoo Enjoy the Internet