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!
The IPM Awards is an annual celebration of the teams behind the brilliant campaigns in the promotional industry, spanning all the way back to 1971. With several categories, including ‘Sectors’, ‘Experiential Marketing’, ‘Shopper & Promotions’, ‘Brand Partnerships’, and ‘Techniques & Objectives’, plenty of amazing promotional campaigns and the teams behind them are highlighted and awarded.
This year, the IPM 2025 Awards are being sponsored by the following companies:
POD Staffing, Staffwise, Cloud Nine Incentives, NeoCurrency, and Halo Promo Risk.
Read the following article and watch this space to get detailed insights into the IPM winners, the teams behind them and what got them the win!
Grand-Prix – ‘Pringles x Super Mario’ led by agency, Brand Culture
Agency of the Year – ZEAL Creative
The Bob Suppiah Award – Activation
Alcoholic Beverage –
Gold: ‘Lovely Day For A Guinness’, led by agency, RPM
Silver: ‘–196 (MINUS 196)’, led by agency, ZEAL Creative
Bronze: ‘Diageo – The Singleton Gardens of Abundance’, led by agency, Haygarth
Non-alcoholic Beverage –
Gold: ‘Robinsons × Wicked’, led by agency, Savvy Marketing
Silver: ‘Fanta Afterlife’, led by agency, N2O
Bronze: ‘Ribena – Win Family Experiences Every Day’, led by agency, ZEAL Creative
Food –
Gold: ‘Pringles × Super Mario: A Boss Level Gaming Partnership’, led by agency, Brand Culture
Silver: ‘Quaker – Share the Warmth 2.0’, led by agency, Field Day
Bronze: ‘Celebrations – WIN with your favourites’, led by agency, Juice Creative Design
Entertainment and Sport –
Gold: ‘Sky – Silent Night, Gentle Light’, led by agency, PrettyGreen
Silver: ‘LEGO at gamescom’, led by agency, Experience12
Bronze: ‘Sky Original Sweetpea x Freddie’s Flowers’, led by agency, tpf
Household Products and Services –
Gold: ‘No More Nails x Red Bull Soapbox Race’, led by agency, Savvy Marketing
Silver: ‘Kärcher – Wash & Win with the No.1’, led by agency, Lime Communications
Bronze: ‘Dylon Detergent Launch’, led by agency, Savvy Marketing
Healthcare, Beauty and Fashion –
Gold: ‘TENA Men – Dry Manuary’, led by agency, ZEAL Creative
Silver: ‘Made by Mitchell’, led by agency, N2O
Bronze: ‘Bupa Picture of Health’, led by agency, PrettyGreen
Retail and e-commerce –
Gold: ‘Superdrug Presents’, led by agency, N2O
Silver: ‘adidas unbox your weekend’, led by agency, Savvy Marketing
Travel, Leisure and Tourism –
Bronze: ‘Belfast Grand Central Station Roadshow’, led by agency, Elevator Promotions
Best Experience at or Near Point of Purchase –
Gold: ‘Simple Moment’, led by agency, N2O
Silver: ‘Salon X’, led by agency, N2O
Bronze: ‘Game. Set. Refresh with evian x Wimbledon’, led by agency, Twelve Agency
Best Experience in a Non-Retail Public Space, Event or Festival (Sponsored by POD Staffing) –
Gold: ‘TENA Men – Dry Manuary’, led by agency, ZEAL Creative
Silver: ‘-196 (MINUS 196)’, led by agency, ZEAL Creative
Bronze: ‘Arla Cravendale – Tastes Like Heaven on Day 7’, led by agency, ZEAL Creative
Best Creative and Innovative Execution
Gold: ‘TENA Men – Dry Manuary’, led by agency, ZEAL Creative
Silver: ‘Fanta Afterlife’, led by agency, N2O
Bronze: ‘Betty Crocker – Dream Bake Studio’, led by agency, Momentum Worldwide
Best Sampling Activation (Sponsored by POD Staffing) –
Gold: ‘Fanta Afterlife’, led by agency, N2O
Silver: ‘Betty Crocker – Dream Bake Studio’, led by agency, Momentum Worldwide
Bronze: ‘Coca-Cola Zero Sugar Festivals’, led by agency, N2O
Best Sampling Activation (Sponsored by Staffwise) –
Gold: ‘Superdrug Presents’, led by agency, N2O
Silver: ‘PepsiCo UEFA Champions League Final 2024 – Guest Programme Staffing’, led by agency, POD Staffing
Bronze: ‘L’Oreal Paris – The Worth It Experience’, led by agency, POD Staffing
Best Creative Shopper Activation (Sponsored by Cloud Nine Incentives) –
Gold: ‘TENA Men – Dry Manuary’, led by agency, ZEAL Creative
Silver: ‘Arla Cravendale – Tastes Like Heaven on Day 7’, led by agency, ZEAL Creative
Bronze: ‘Robinsons × Wicked’, led by agency, Savvy Marketing
Best Shopper Promotion In, On or With Pack (Sponsored by Cloud Nine Incentives) –
Gold: ‘Pringles × Super Mario: A Boss Level Gaming Partnership’, led by agency, Brand Culture
Silver: ‘Ribena – Win Family Experiences Every Day’, led by agency, ZEAL Creative
Bronze: ‘Campari – Summer Spritz Passport to Milan’, led by agency, Altavia UK
Best Incentive and/or Prize Promotion (Sponsored by Halo Promo Risk) –
Gold: ‘Kärcher ’Wash & Win with the No.1’, led by agency, Lime Communications
Silver: ‘Birds Eye: Get A Game Free With Your Tea’, led by agency, TLC Worldwide
Bronze: ‘Guinness Lovely Drops Promotion’, led by agency, Umbrella
Best Loyalty Campaign –
Gold: ‘VOXI Drop’, led by agency, Mando
Silver: ‘Electric Ireland: Brighter Things To Do’, led by agency, TLC Worldwide
Bronze: ‘Three+: Dining’, led by agency, TLC Worldwide
Best Management of Incentive, Prize and/or Loyalty Promotions (Sponsored by Neo Currency) –
Gold: ‘Airbnb Prosecco Hills Competition’, led by agency, Another Way Promotions
Silver: ‘BUPA Picture of Health’, led by agency, Another Way Promotions
Bronze: ‘Capri Sun Free Sports Sessions’, led by agency, Digital Rewards Group
Best Promotional Marketing Management –
Gold: ‘Promotix Lite Platform’, led by agency, Epic Activation
Silver: ‘Lodestone’, led by agency, Multi Resource Marketing
Bronze: ‘Guinness Lovely Drops Promotion’, led by agency, Umbrella
Best Brand Partnership (duel or multi-brand) –
Gold: ‘Pringles × Super Mario: A Boss Level Gaming Partnership’, led by agency, Brand Culture
Silver: ‘No More Nails × Red Bull Soapbox Race’, led by agency, Savvy Marketing
Bronze: ‘Nationwide & Just Eat Flex Student Reward’, led by agency, TLC Worldwide
Best Sponsorship Promotion/Activation –
Gold: ‘Robinsons × Wicked’, led by agency, Savvy Marketing
Silver: ‘BUPA Picture of Health’, led by agency, Another Way Promotions
Bronze: ‘No More Nails × Red Bull Soapbox Race’, led by agency, Savvy Marketing
Best Use of Technology, Ai and/or Digital Channels –
Gold: ‘Quaker – Share the Warmth 2.0’, led by agency, Field Day
Silver: ‘Fuel 10k – Turning media into sales, reviews and referrals’, led by agency, Hashting
Bronze: ‘Capri Sun Free Sports Sessions’, led by agency, Digital Rewards Group
Best Use of Data and Insights –
Gold: ‘Fuel 10k – Turning media into sales, reviews and referrals’, led by agency, Hashting
Silver: ‘Just Fruits. Just Nuts. Nakd’, led by agency, Savvy Marketing
Best Use of Social Media and/or Influencers –
Gold: ‘No More Nails X Red Bull Soapbox Race’, led by agency, Savvy Marketing
Silver: ‘Wrap Mission Your Way’, led by agency, Together Agency
Bronze: ‘Cran’s Cheeky Little Sister’, led by agency, Activation
Best Business-To-Business Campaign –
Gold: ‘DEWALT Work Tough. Win Tough’, led by agency, Haygarth
Silver: ‘Top Tech Voices’, led by agency, Farnell
Bronze: ‘Chupa Chups at Barcode Festival’, led by agency, N2O
Best Environmental/Positive Impact Campaign –
Gold: ‘TENA Men – Dry Manuary’, led by agency, ZEAL Creative
Silver: ‘Sky – Silent Night, Gentle Light’, led by agency, PrettyGreen
Bronze: ‘Quaker – Share the Warmth 2.0’, led by agency, Field Day
Best Trial and/or Acquisition Campaign (Sponsored by Zappit) –
Gold: ‘Cheez-It UK Launch’, led by agency, ZEAL Creative
Silver: ‘World of Whisky 2024’, led by agency, Blackjack
Bronze: ‘Bowmore Boutique’, led by agency, Blackjack
Best New Product Launch –
Gold: ‘-196 (MINUS 196)’, led by agency, ZEAL Creative
Silver: ‘Cheez-It UK Launch’, led by agency, ZEAL Creative
Bronze: ‘Made by Mitchell’, led by agency, N2O
Best Integrated Campaign –
Gold: ‘TENA Men – Dry Manuary’, led by agency, ZEAL Creative
Silver: ‘Guinness Lovely Drops Promotion’, led by agency, Umbrella
Bronze: ‘Arla Cravendale – Tastes Like Heaven on Day 7’, led by agency, ZEAL Creative
Best Small-Budget Campaign –
Gold: ‘Aldi Saves Valentine’s Day’, led by agency, Hopper
Silver: ‘Kurl Kitchen’, led by agency, N2O
Bronze: ‘Frubes Golden Ticket Promotion’, led by agency, Umbrella
Together Agency – Wrap Mission Your Way
Mission Foods UK has announced their silver IPM win for the 'Best Use of Social Media' category.
This promotional campaign featured multichannel media, including a 30-second YouTube ad, spotlighting different ways that people fold and enjoy their wraps. With a light and entertaining tone, this promotion breathes fun and energy into Mission Life's branding.
The campaign was also supported with posts and activities on Google Ads, Meta Ads, TikTok Ads, and Reels. Using both static and motion media, the campaign gained over 2 million within the first week of going live, with over half of it coming from the YouTube video alone.
Now, the promotion sits at over 60 million views on YouTube. In total, achieving 167.8 million impressions, 122,000 link clicks, a 27% increase in brand awareness, and £8.6M year-on-year boost to the brand’s value & volume, according to Together Agency.
Today our Marketing team - Hannah Blackburn and Rebecca Larkman and Together Agency attended the The Institute of Promotional Marketing (IPM) Awards. We’re please to announce the WRAP MISSION YOUR WAY CAMPAIGN won Silver in the Best use of Social Media category 🎉Thanks to the IPM awards for a fantastic event.
– Mission Foods UK, LinkedIn
Juice Creative & Lime Communications – Celebrations – WIN with your favourites
Lime Communications – Karcher ’Wash & Win with the No.1’
Lime Communications and Juice Creative 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. Check out the latest promotion for Karcher; https://www.vacandwinwithkarcher.com/ - Like Wash & Win, the mechanic serves up several prize tiers. The clever bit is for the gift voucher tier – served by the retailer linked to the purchase. So if the consumer purchased from, say, Argos, they get an Argos voucher, whereas if, say, they purchased from B&Q, they get a B&Q voucher.
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
Tracy-Locke – 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!
