TBWA\London shows its creative and strategic power by bagging a hat-trick of major global awards in one week

TBWA\London

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TBWA\London has showcased its creative chops and strategic skills by scooping three major awards in one week; a Gold Best in Europe Effie, the pinnacle of the strategy awards calendar, and two Grand Clio’s, the top award for excellence in sport and entertainment marketing at the global creative awards. 

It picked up the Gold Effie in the Food and Beverage category at the 2023 Effie Awards Europe for its ‘Cheddar Town’ campaign for pladis brand Mini Cheddars. It claimed the two Sport Grand Clio’s for its adidas ‘The Official Leak of the World Cup Kits’ work. 

Pladis tasked TBWA\London with driving growth and awareness of the brand with new audiences post-Covid. The agency's strategy was to create Cheddar Town, a bright, cheesy, animated world accessible to all ages but withan edgy and distinctly modern twist that would drive new sales but still resonate with loyal consumers.

The campaign was a huge success by every measure, smashing its growth targets for penetration, frequency, audience profile and, most importantly, for revenue, where a £7 million (+9%) target was answered by a £16 million (+21% performance) and an ROI of 1:9.17.

The two Grand Clio’s were awarded in the Clios Sports awards for the agency’s adidas campaign “The Official Leak of the World Cup Kits”; a kit reveal for the FIFA World Cup Qatar 2022 that ripped up the rulebook and ditched the usual superstar reveal kit drop. Knowing that Gen Z aren’t like other football fans and don’t follow the rules set by generations before them TBWA\London used the global stage as a place to set Gen Z’s identities free with a campaign that saw it leak, not launch, adidas’ official World Cup kits. Partnering with influencers and talent from each key markets, the agency hid the official shirts everywhere from manga comics in Japan to a barbershop in Argentina, and let fans discover them for themselves.

Sandie Dilger, TBWA\London Chief Strategy Officer, said: “'It’s a brave client that decides to focus on a new audience in a post-pandemic environment. This focussed objective allowed room for clear strategy and distinctive creativity to drive disruptive growth for the often overlooked but iconic Mini Cheddars. This award is testament to the power of disruption to drive a disproportionate share of growth for our clients and we could not be more delighted to share in their commercial success”.

Andy Jex, TBWA\London Chief Creative Officer, said: “What makes me proudest is the fact that this work is all for big brands, in the real world, done with fun and humour with significant impact on sales. This recognition feels like a proper vindication of work done our way. It’s the work we love and the work we want to make more of.”