The long-awaited IPM Awards returned for 2025 on 19th September at NOBU Hotel Portman Square, London. The promotional industry are all looking towards the awards right now, with a total of 62 promotions making IPM’s Award shortlist this year; there are so many brilliant promotions to consider after a great year in the industry. Congratulations to all the IPM Winners - keep an eye on this page for more news on the IPM 2025 Awards!
Together Agency – Wrap Mission Your Way
Mission Foods UK has announced their silver IPM win for the 'Best Use of Social Media' category.
Juice Creative & Lime Communications – Celebrations – WIN with your favourites
Lime Communications – Karcher ’Wash & Win with the No.1’
Juice Creative and Lime Communications are also both IPM winners this year, winning a total of 3 IPM awards. Bronze, silver, and gold for their work on Kärcher's Wash and Win promotion as well as Celebrations' Win With Your Favourites campaign.
The award for the IPM winner Tracy-Locke's Diageo – The Singleton Gardens of Abundance is confirmed to be an award in the 'Alcoholic beverage' category.
Another IPM winner is confirmed. POD Staffing, in 'Best staffing and event support service' for PepsiCo UEFA Champions League Final 2024 – Guest Programme Staffing, which won silver, as well as gold for their work on L’Oreal Paris – The Worth It Experience.
tpf – Sky Original Sweetpea x Freddie’s Flowers
Congratulations are in order for the tpf team, Sky, and Freddie's Flowers for their IPM award-winning work on the Sky Original Sweetpea x Freddie’s Flowers campaign, which has won them bronze in the 'Sports and Entertainment' category.
A truly integrated collaboration, together with Freddie’s Flowers, we brought Sky's “sweet but deadly” coming-of-rage thriller Sweetpea to life through a limited-edition bouquet, immersive activations, and multi-channel amplification.
– tpf, LinkedIn
This brand partnership saw amazing results with a 100% sell-out on the limited run, a 200% ROI on campaign spend, and over a 3.2 million reach on media.
Tracy-Locke – DEWALT Work Tough Win Tough & Diageo – The Singleton Gardens of Abundance
More IPM winners were announced – Tracy-Locke and the amazing teams behind both the Work Tough Win Tough campaign and The Singleton Gardens of Abundance campaigns have received trophies for their work on both promotions. Congratulations on the IPM wins!
Brand Culture – Pringles x Super Mario
Congratulations to Brand Culture for their gold wins at the 2025 IPM Awards in the ‘Food’, ‘Retail / Shopper’, and ‘Brand Partnerships’ categories for their work on the Pringles x Super Mario promotion, an exciting brand partnership which was a limited-time-only ‘mystery’ Pringles flavour with an exciting gamified on-pack promotion. We saw this promotion in our March-April Promotions Seen article, going into deep detail about the shopper experience and perspective.
Hosted on Pringles’ always-on microsite, poptopia.pringles.com, this promotion uses twin mechanics: a game of skill and a prize draw. Participants would guess the mystery flavour of the promotional packs to win. If there were multiple guesses with the correct flavour, then a prize draw will determine the winner. If no one correctly guessed the flavour, then a general draw would have decided the winners.
The entire experience is gamified and taps into the psychological appeal of games and, by extension, gamification. This promotion dials in consumers’ sense of achievement, competition, and at times, cooperation. There’s a competitive spirit and gratification associated with getting the answer right; it encourages discussions with friends and the online community. This gets people curious and tries for themselves to taste and guess – incentivising purchase and more discussion.
– PromoNow, Co-Op March-April 2025 | Promotions Seen
With this promotion, Brand Culture has won the gold spot for 3 separate categories so far. A huge congratulations to the team behind this incredibly engaging on-pack promotion!
