2021 Awards Finalists

Brand Campaign Award

Dr. Oetker Ireland
Eoin Mullen
Electric Ireland
Sarah Branigan
Paddy Power
Paul Mallon
SuperValu
Michelle Griffin
Woodie's
Suzanne Quinn

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Dr. Oetker Ireland

Eoin Mullen

The Chicago Town ‘Pizza? Yeah, We Go To Town On It’ campaign aimed to unite four distinct pizza sub-brands (Takeaway, Tiger Crust, Deep Dish and Thin One) under one unified masterbrand strategy in 2020. We developed one consistent and engaging brand personality, tone of voice and visual identity. Dialling up our Chicago Roots, while focusing on the meaningful difference of our pizzas - our unique bases and generous toppings. We redeveloped all consumer touch points, from our packaging through to our TV assets. Activating the campaign through TV, VOD, OOH, social media, digital partnerships and top class in-store POS executions.
Finalist
Electric Ireland

Sarah Branigan

The energy market was at a point of immense change and research indicated that Irish consumers were concerned about their energy usage and climate change, but they didn’t feel like they could make a big difference by themselves. As Ireland’s leading energy provider, Electric Ireland reinformed the power of the collective, to show the world that “We’re Brighter Together”. This new brand platform was launched at the start of 2020 and featured astronaut Chris Hadfield. It has succeeded in transforming Electric Ireland into a force for positive change.
Finalist
Paddy Power

Paul Mallon

With competitors eating into our heartland with new apps and aggressive offers, Paddy Power needed to defend its base and drive brand salience with a campaign that reached far beyond horse racing fans, leaning into our Irishness for the Cheltenham Festival. A big idea, rolled out in mass reach media, captured the attention of the nation and became our most successful Irish campaign. Paddy Power is at its best when it straddles the world of sport and culture. Set against a back-drop of woke-washing and Brexit, our work promised to come close to the bone, giving our brand relevance and talkability.
Finalist
SuperValu

Michelle Griffin

2020 was a year like no other in many ways, particularly so for the grocery sector. In this period of uncertainty, SuperValu took our responsibility to reassure shoppers that we would do everything we can to keep our doors open, their essentials on shelves and even getting groceries to their doors when they most needed it. SuperValu remained a consistent and constant voice throughout the pandemic. Our brand campaign ‘There for you’, born from insight and reinforcing our brand values, ensured SuperValu stood out as a trusted voice and became the number 1 choice for consumers.
Finalist
Woodie's

Suzanne Quinn

Woodie’s captured the spirit and hearts of a nation at a time when we needed some uplift the most during Christmas 2020. Through crafting a heart-warming story and developing a campaign many people globally could connect to, Woodie’s were able to further establish acts of homemaking into the lives of many. Ranked as the best performing advert of Christmas 2020, the sharing was incredible to see given the minuscule media budget compared to other brands. Beyond this engagement, there was an incredible business impact with sales targets smashed and the biggest growth at Christmas the brand has ever seen.
Finalist