The awards were won by Mars Petcare for “Help Protect a Tiger”, a massive in-store campaign run by Whiskas in partnership with the World Wildlife Fund. The creative work was delivered by Juice. Against stiff competition, the campaign won Silver status not only in the Household and Petcare category, but also in the category for Charity Partnership Marketing.
Whiskas asked Juice to develop the campaign to support their WWF-partnered on-pack promotion. One of the key requirements was to make an instant emotional connection with the consumer. To achieve this, we made the creative decision to replace the adult tiger from the Whiskas pack with an appealing tiger cub.
We developed our creative treatment for multiple formats and channels, then rolled it out nationwide. It was a great success, with in-store KPIs not only met but doubled – and in some cases quadrupled. The campaign was also showcased as “best practice” in the Waitrose Brand Guidelines.
About the Awards
According to the IPM website, “The IPM Awards have been running for 40 years, and recognise creativity and effectiveness in promotional marketing campaigns. In 2014, there were 32 separate main categories, covering client industry sectors, media channels, objectives and techniques, plus five special categories.”
Here’s what Richard Pink, IPM’s Head of Awards, had to say about this year’s ceremony, which took place on 10th June at the London Hilton, Park Lane:
The evening was a great success, with more than 500 people thronging the ballroom at the London Hilton to celebrate the best of the best in promotional marketing – and also to raise money and awareness for the IPM’s chosen good cause, education charity CoppaFeel!
- Whiskas Roars Into Stores with WWF
- Mars Petcare
- World Wildlife Fund
- Institute of Promotional Marketing