2025’s most effective Retail Media campaigns revealed
Campaign of the Year 2025 Winners Announced
Retail Media’s most effective campaigns were crowned overnight in the 2025 Cartology Campaign of the Year Awards. Brands gathered at Sydney’s Town Hall to recognise Activia, Aptamil, Mars Petcare, PlayStation, Red Bull and Unilever’s Vaseline who are setting the benchmark for impactful and effective Retail Media across Australia.
The Campaign of the Year Awards are Australia and New Zealand’s largest recognition of Retail Media effectiveness. This year, with 48 submissions from 36 brands, Cartology celebrated brands, showcasing the power of strategic partnerships, spotlighting campaigns built on collaboration, use of proprietary customer insight and strong commercial results, setting the benchmark for the most effective work in Retail Media across nine categories.
The 2025 Campaign of the Year Winners are:
2025 Campaign of the Year - Unilever Vaseline Gluta-Hya
Partner of the Year - Aptamil
Best use of Creative Canvas - Red Bull Berry Launch
Best use of Customer Insight - Mars Petcare
Best Omnichannel Campaign under $250k - Unilever Vaseline Gluta-Hya
Best Omnichannel Campaign over $250k - Activia
Best Omnichannel Campaign BIG W - Sony PlayStation
Best NPD Campaign - Red Bull Berry Launch
Best Digital Strategy - Swisse
Vaseline was recognised for their omnichannel campaign strategy that was anchored in insights. With category growth coming from a younger Gen Z customer, this heritage brand aimed to recruit the most sophisticated of skincare customers. The partnership between Unilever, Cartology and Woolworths boosted visibility and educated customers on the product's benefits, earning praise for its insight-led strategy and bold online and in-store sampling that drove trial. The campaign successfully delivered a 72% increase in GEN Z customers, 78% incremental sales and 5% market share against a 2% target.
“The awards each year go from strength to strength, serving as the benchmark for the most impactful and effective work in Retail Media” Cartology Client Partnerships and Sales Director, Tony Prentice comments. “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. A huge congratulations to all of the nominees, finalists and of course, our 2025 winners”.
Woolworths Group Interim Chief Marketing Officer, Michael Laxton comments "This year's winner is an exemplar of marketing excellence. The winner meticulously translated deep customer insights into a flawlessly integrated, cross channel strategy that had the customer at the core. The connection of insight and innovation connected with their target shoppers at the right time with a bold, consistent and benefit-led narrative.
"When campaigns are built with the end customer in mind, marketing is successful and this year's winning campaign is a stand out example of that."
