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Orchard Thieves steals top award

News, 23 September 2016

DUBLIN: A campaign that launched a new Heineken cider brand in Ireland by independent agency Rothco and media agency Starcom has won the Grand Prix at the IAPI ADFX awards.

The biannual ADFX (Advertising Effectiveness) awards, run by the Institute of Advertising Practitioners in Ireland (IAPI), honour the most effective advertising campaigns, based on return on investment, appearing in the Irish market.

The winning Thieving the Spotlight paper outlined the Be Bold idea that drove the campaign for the Orchard Thieves brand and helped capture a 7.1% share of the Irish cider market (double that in supermarkets) in less than a year – a success story that has led to the brand being set to launch in South Africa and the Netherlands as well.

A non-branded teaser campaign, featuring what targeted millennial drinkers would come to know as the brand's iconic fox, generated pre-launch interest and was followed up with a sampling drive supported by heavyweight OOH, TV and social investment and a mobile game that enabled people to win free pints.

A total of 30 campaigns were honoured at an event in Dublin last night, where, in addition to the Grand Prix, eight Golds, ten Silvers and 11 Bronzes were awarded.

See all the winners here, where Warc subscribers can also read the papers in full.

Rothco picked up two Golds, a Silver and a Bronze as well as the Grand Prix; only DDFH&B won more – two Golds, two Silvers and two Bronzes – while Boys & Girls took home one Gold and three Silvers. Chemistry, Irish International, McCann Blue, PHD and Cawley Nea \ TBWA picked up two awards each.

Data sourced from IAPI; additional content by Warc staff