Member Article

Grocer Top Campaign Awards: Brass win with Ribena

Ribena have been announced the winner in The Grocer Top Campaign Awards 2016 category of ’Soft Drinks: Squashes & Cordials’ for the pop up Colouring Café campaign created by Brass in the end of year special edition of ’The Grocer’ magazine.

Launched to celebrate the best campaigns from retailers and brand owners over the past 12 months, the winners of The Grocer Top Campaign Awards were selected in over 50 categories, including the competitive ‘Soft Drinks: Squashes & Cordials’, awarded to Brass and Ribena.

Upon launching the awards in October, Editor of The Grocer, Adam Leyland, commented: “The Top Campaign Awards is now media neutral, which means that the most brilliant creative and strategic work can be recognised. That makes it unique among all the awards programmes out there, in creating a level playing field, {and is} both free and simple to enter, so as to encourage not only the maximum number of entries but to ensure that the winners are the most deserving cases“

The award-winning Ribena Colouring Café social media campaign revolved around a pop-up café in Covent Garden, filled with creative individuals, bloggers and social media stars, colouring in tiles, while drinking Ribena. Created to support the brand proposition ‘You can’t get any more Ribenary’, the highlight of the event was an illuminated lightshow of the completed giant illustration, which was filmed and extended through content on Facebook, YouTube, Snapchat, VoD, and a colouring-in app.

Not only has the campaign been a creative success; already winning The Drum Network Awards for ‘Content Marketing Campaign of the Year’ and ‘Agency Creative Team of the Year’, but has also been lauded as a commercial success and cited as ‘Best in Class’ following an independent research study by WWP company Hall & Partners.

On being notified of inclusion in the prestigious The Grocer Top Campaign Awards, Emmeline Purcell, Senior Brand Manager at Ribena, commented: “Brass delivered an amazing interactive and engaging campaign which has really resonated with our target audience. The Ribena Colouring Café was a key realisation of our content marketing strategy, and we’re delighted with the results.“

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This was posted in Bdaily's Members' News section by Brass .