Campaign of the Year 2025

Congratulations to our 2025 Campaign of the Year winners!

This year’s winners faced some of the toughest competition our judges had seen, with our panel noting an exceptionally high calibre of entries. We’re thrilled to present the very best in Retail Media for 2025.

advertising shot young women with Vaseline product

Vaseline Gluta-Hya NPD + Best Omnichannel Campaign (under $250k)

2025 Campaign of the Year

Vaseline's objective was to recruit the most sophisticated skincare shoppers and ensure the launch of the Gluta-Hya New Product Development (NPD) would contribute to the growth of the hand and body category.

The campaign led the category, exceeding market share targets and driving portfolio growth, particularly among Gen Z.

The judges praised Vaseline's clear objectives and alignment with Gen Z customers' needs. They also noted the highly collaborative model that led to the campaign’s success. Strong results included +71% Gen Z sales (vs STLY), 78.2% in incremental sales (vs 50% target) and recruited 47,646 new Gen Z consumers.

Activia NPD | Best Omnichannel Campaign (over $250k)

This campaign relaunched Activia and re-educated consumers, driving sustainable and profitable growth. The campaign delivered outstanding overall results, reversing Activia’s decline and establishing its category role, aligning strongly with objectives and delivering 139.9K new-to-brand customers.

Find out more

Swisse | Best use of Digital Strategy

This campaign aimed to elevate Swisse to the number one online brand in eComm sales, maintaining momentum within the VMS category. The judges recognised Swisse as having impressive category knowledge and clear solutions that addressed shopper barriers, delivering measurable digital uplift and new-to-brand contribution from 25% of online transactions.

Find out more

Sony PlayStation | Best BIG W Omnichannel Campaign

Clear, measurable objectives and outside-the-box thinking delivered immediate sales and long-term customer growth during a competitive retail period. Excellent collaboration and execution led to strong customer outcomes, delivering short-term sales spikes and long-term customer growth during a competitive retail period.

Find out more

Red Bull | Best NPD Campaign + Best use of Creative Canvas

The unmissable launch of new Red Bull Berry leveraged high-impact placements and creative formats. The campaign was recognised as a strong, engaging NPD launch that delivered tangible trial and solid results, achieving strong growth across digital and in-store channels.

Find out more

Aptamil | Parter of the Year

Leveraging a long-term strategy, Aptamil reversed the brand’s category decline and achieved category leadership with this campaign. Results were described as outstanding, moving Aptamil from the #2 position in decline to the market leader in Baby Formula by proving the power of a sustained, insight-led partnership.

Find out more

Mars - Dine | Best use of Customer Insight

This omnichannel campaign used high-impact, storytelling assets to highlight Dine's sustainability. The campaign effectively raised awareness, drove sales, and boosted customer acquisition and brand engagement achieving the #1 ranking for customer acquisition.

Find out more

A message from Tony Prentice

“These awards recognise the work our brand partners are doing, anchored in strategic partnerships, collaboration, and customer insight to drive commercial growth. By celebrating the success of our clients, we reinforce our unwavering commitment to demonstrating the true effectiveness of Retail Media and together, with our brand partners, we’re setting the standard for effectiveness."

Click here to learn how our 2025 Campaign of the Year winners drove growth and effectiveness.