Open to all retail companies (online and/or brick & mortar) with general or specific merchandise. 



How Aldi won Christmas with the help of a humble carrot

Despite having a winning formula as a deep-discounter supermarket Aldi still had an issue at Christmas. Its core shoppers spent disproportionately more than average on making their Christmas special, but they didn’t spend it all with Aldi, trading up-and-out into other retailers. By creating and sticking with Kevin the Carrot over Christmas 2016-2017, Aldi stayed more top-of-mind for its shoppers, built an emotional connection with the brand and showcased its  range. Aldi reduced its Christmas dip in market share and became the fastest growing supermarket of Christmas 2016 and 2017.

Brand: Aldi UK
Client: Aldi Stores
Agency: McCann Manchester

Buster the Boxer: John Lewis' most effective Christmas ever

The Christmas period generates 40% of John Lewis annual profit, so success at Christmas is crucial for the business. In 2016, in a dire retail climate and against fierce competition, our Christmas campaign became John Lewis' most effective and profitable ever. It became our most watched, liked and shared Christmas advert of all time, and delivered real commercial value to the business, paying for itself ten times over with an ROI of £11. 

Brand: John Lewis
Client: John Lewis
Agency: adam&eveDDB

Everyone is an Amazing Book

Reading can help you to become your better self. This World Reading Day, campaign “Everyone is an Amazing Book” told the truth of reading, made books as metaphor for personality, connected reading to people. With a tight budget of 0.3 million, the campaign reached million-level advertising effect, from brand image enhancement to prime reading member sign-up. Over 1 million clicks and participation during the first 6 hours were achieved. During campaign, PV reached 27 million (only cost 0.009 yuan per brows), UV 2.17 million, sales increased 69%.

Brand: Amazon Prime reading
Client: Amazon China
Agency: MRM//McCann

2018_uk_2018_e-189-100_hero_1 Sainsbury's The Greatest Gift is Sharing
2018_na_2018_e-2451-473_hero_1 Shoe Carnival New Spin on Back to School
2018_in_2018_73_hero_1 Lets Prepare For Diwali Together

Filter by:
+ Add More Filters

To browse winners in this category from previous years