WARC Awards for Effectiveness: Sustained Growth

Watch the Bronze, Silver, Gold and Special Award announcement on demand below

Grand Prix

Aldi Stores: 2010-2019 – How taking an alternative path took aldi from shame to pride

Aldi Stores: 2010-2019 – How taking an alternative path took Aldi from shame to pride

Brand
Aldi
Entrant
McCann Manchester
Advertiser
Aldi
Market
United Kingdom

German discount supermarket Aldi ran a ten-year, multi-channel campaign in the UK to improve perceptions, grow sales and share, and become a top-five grocery retailer.

It tackled negative consumer perceptions in the course of four campaigns, demonstrating quality, product range, pricing and provenance; media included TV, radio, press, PR, social, digital and OOH.

By 2017, it achieved fifth-place with 6.2% share; by 2019 it had 7.9% share and annual sales of £9.49bn; it exceeded all targets, achieving 64% penetration, 20.6 frequency and basket size of 19.1 – the most of any competitor.

Gold

Sick Kids: Sick Kids vs conventional fundraising

Sick Kids: Sick Kids vs conventional fundraising

Brand
SickKids Foundation
Entrant
Cossette, Toronto
Advertiser
SickKids Foundation
Market
Canada

Toronto's SickKids Children's Hospital needed to raise $1.3bn over six years to build a new facility so it ran a long-term campaign that evolved annually to drive one-off and monthly donations.

Silver

Bronze

Shortlist

Sustained Growth

For campaigns that have invested in building a brand over time (12 months or more). The judges will look for long-term creative commitments in both budget and campaign duration, as well as compelling evidence that brand investments have made a demonstrable impact on the business.

2021 Judges

A judging panel of industry experts, chaired by Brent Smart, Chief Marketing Officer, IAG, will be reading the entries.

Special Awards

Reinvention Award

For the best example of a brand successfully modernising an existing communications platform or positioning.

Data Application Award

For a campaign that applied data and insight in an effective way, or took a new approach to measurement.

Global Growth Award

For the best multimarket brand-building campaign.