Sustained Success - Products

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

2024 SILVER

How The National Lottery used advertising to create its own luck, contributing an extra £689 million to good causes

In 2018, The National Lottery was in a bad situation. It was outspent, price rises had put people off and it was running the wrong kind of advertising. Falling sales were bad news for the company, but worse news for the UK. That’s because The National Lottery exists to fund charitable projects. It’s the nation’s largest fundraising machine. This is the story of how we secured that fundraising’s future by restoring Share of Voice, investing in brand-building and making the activation communications more efficient. Our efforts brought The National Lottery back to health.

Brand: The National Lottery
Client: Camelot
Agency: Adam&EveDDB London
Language: English

2024 BRONZE

“This is Ridiculous”: New Heinz Pasta Sauces, a case for Winning in an Adjacent Category

The platform is proof that when consistently built, creativity can drive successful innovations, even in commoditised categories. What started as a behaviour breakthrough launch, resulted in a series of high-impact tactics, which drove sustained commercial triumph, getting to 10% market share in three years.   The secret ingredient was consistency. What began as “Ridiculously Late, Ridiculously Good”, a bold campaign which brought excitement to the category, successfully got people to try our pasta sauces. The “Ridiculous” was on-brand: witty, human, honest and playful. We created different articulations of the same idea in unexpected ways, disrupting the category.  

Brand: Heinz Pasta Sauces
Client: Heinz UK
Agency: VML SPAIN
Language: English

2024 BRONZE

Boots 3 Year Xmas

Coming out of the pandemic, Boots used the power of purpose to find a long-lasting, emotive, universal platform to drive consistent growth at the most crucial time of year for a retailer - Christmas. With ‘Joy’ Boots was able to flex to the national mood, punching through in an increasingly cluttered retail landscape, and build the brand over time, recruiting new shoppers and gaining share. While some retailers faltered and failed to survive, Boots has thrived regaining the #1 position for gifting on the high street.

Brand: Boots
Client: Boots
Agency: VML UK
Language: English

FINALISTS

Jif That Jif'ing Good

Hellmann's Hellmann's Super Bowl 3 Year Campaign

ARM & HAMMER POWERING THE NEXT 177 YEARS OF GROWTH BY CLOSING THE HOME CONFIDENCE GAP