BRUSSELS: A campaign by Aldi and McCann Manchester in the UK and Ireland, which placed a humanised carrot at the centre of a Christmas campaign to emphasise the magic of the holiday season, has won Grand Prix at the EACA Euro Effie Awards.
Using the insight around the Christmas paradox – the everyday made new – and taking inspiration from the millions of children who leave a carrot out for Father Christmas’s reindeers, Kevin the Carrot - Making Christmas Amazing aimed to match 2015’s sales performance and to improve shopper loyalty.
The results were impressive with Aldi, traditionally seen as a discount retailer selling budget imitations of mainstream brands, beating all of the other UK grocers by achieving a 15.1% year-on-year increase in sales compared to overall market growth of 2.9% in the same period. This translated to close to 1 million new shoppers in the UK and 37,000 in Ireland.
In addition to the Grand Prix, the campaign also picked up a Gold in the retail category. A total of 18 campaigns were honoured at an event in Brussels last night where eight Golds, six Silvers and five Bronzes were awarded across eighteen categories. A list of the winners is available on WARC where subscribers can also read the awarded papers in full.
Icelandair won three Gold awards – in Leisure & Entertainment, Brand Experience, and Small Budget categories, and a Silver in the ‘David vs. Goliath’ category – for Stopover Buddy, by The Brooklyn Brothers, which connected passengers stopping-over in Iceland with a local ‘buddy.’
The Swedish Number, by Sweden’s Tourist Association and INGO, also took multiple awards, with a Gold in Brand Experience and two Silvers in the Small Budget and Leisure & Entertainment categories. The campaign, which has featured in a multitude of this year’s major awards, used an app to put tourists in contact with Swedish people to promote travel to the country.
Like the year before, the UK dominated the medal table, with thirteen awards in total; Iceland took four, Sweden three.
Sourced from Euro Effies; additional content by WARC staff