Goodman Fielder’s ‘Wonderful’ Win: Wonder Recycling Rewards awarded Cartology’s Campaign of the Year

2 December 2022

Wonder’s Recycling Rewards campaign was front and centre at the Woolworths Supplier of the Year Awards, winning Cartology’s Campaign of the Year.

Finalists for the coveted award included: Procter & Gamble's Gillette, Reckitt’s Finish and Nestle’s Purina One with entries judged on their use of customer insights, omnichannel campaign execution and campaign effectiveness. 

Wonder Recycling Rewards brought to life a media solution that connected with customers and encouraged trial through cause related marketing. Contributing to Wonder’s mission to create a better future of sustainable play for Aussie Kids, they created a recycling rewards initiative that championed sustainable play for kids. 


As a result of the campaign, 83% more plastics were collected when compared to last year. In addition to the sustainability outcomes, Wonder recorded an 11.7% unit growth in one of the brands’ best ever campaigns over the last three years. The campaign also drove +24% new-to-brand customers alongside a 53% uplift in e-com sales. 

Cartology’s Managing Director Mike Tyquin said: “The calibre of the awards submissions we receive is getting better each year. As we’ve grown, we’re incredibly proud and thankful to all of our clients for embracing retail media and the role it can play to deliver great outcomes for brands.” 

“We saw Wonder leverage customer insights to ensure the brand was front and centre throughout the shopping journey. Reaching new and existing customers to drive conversion, Wonder leveraged customer-led digital targeting in addition to creating theatre in the in-store environment.” 

Christine Fung, Marketing Director - Goodman Fielder comments “Partnering with Cartology to leverage the strength of their retail media offering is a key strategic move in the total Goodman Fielder media playbook, allowing us to maximise opportunities to remain top of mind with our shoppers, and ensuring we are winning their hearts and minds in the moments that matters most.”

“Being recognised for the Cartology Campaign of the year is an incredible accomplishment - we are so proud of the results our campaign has delivered, demonstrating that strong commercial results can work hand in hand with sustainability ambitions.” 

The campaign was also supported with an exclusive Woolworths consumer promotion to incentivise at the point of purchase.

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