Yorkshire Tea wins the Grand Effie at 2023 Effie Awards UK


Yorkshire Tea scooped the Grand Effie at this year’s Effie Awards in London last week.

Yorkshire Tea

The British tea brand won the Grand for the most effective marketing campaign in the UK, and also a Gold for its long-running brand campaign, ‘Where Everything’s Done Proper’, at this year’s Effie Awards.

Four other brands were also awarded Gold, including CALM, Mayor of London, Pot Noodle and Tesco.

Effie UK, which recognises and celebrates the most effective marketing of the year, is proud to unveil the winners of the 2023 Effie Awards UK competition.

Twenty-one Gold, Silver and Bronze winners were chosen this year for solving a marketing challenge effectively, connecting with the target audience and achieving outstanding results.

Eight brands – Dell, Heinz Pasta Sauces, McDonald’s, Santander, Tesco, TV Licensing, Vodafone and The Woolmark Company – received Silver Awards.

Effie UK also handed out eight Bronze awards to: Capita for the British Army, DFS, H&M, Merlin Entertainments, Noah’s Ark Children’s Hospice, Renault UK, Tesco and TUI.

This year, six of the Gold, Silver and Bronze awards winners were from the Positive Change category – a demonstration of brands reaping the rewards for making useful contributions to society.

The same category also generated the most shortlisted entries among this year’s 40 finalists – the event’s largest number of finalists ever.

A further four winners, including the Grand Effie winner, came from the Sustained Success category – sending out a strong message about the power of long term thinking to drive business success.

The 2023 Effie Awards UK were announced at a special celebration held at Christ Church Spitalfields on November 9, and this year featured winners from a broader range of marketing disciplines than ever before.

Winning entries came from eCRM, PR-led activity, shopper marketing strategy and social media activation, alongside more traditional entrants from advertising.

Winners also spanned both national and regional campaigns, highlighting that local, small-budget marketing can be highly effective.

Juliet Haygarth, Managing Director, Effie UK, said: “It’s not easy to make effective marketing day in and day out. Nor is it easy to win an Effie.

“With more entries than ever, this year’s competition was hotly contested and has produced a strong set of winners that are testament to the talent, tenacity and innovation of marketers in the UK.

“We’re proud to shine a spotlight on a diverse set of work that demonstrates the tangible impact marketing can have, no matter what the challenge.”

Effie Awards 2023 winners

All the winners in full:


Brand: Yorkshire Tea

Agency: Lucky Generals


Category: Positive Change: Social Good – Non-profit

Brand: CALM

Lead agency: adam&eveDDB

Category: Positive Change: Social Good – Non-profit

Brand: Mayor of London

Lead agency: Ogilvy UK

Category: Social Media

Brand: Pot Noodle

Lead agency: U-Studio/Oliver

Category: Positive Change: Social Good – Brands

Brand: Tesco

Lead agency: Essence Mediacom

Category: Sustained Success – Products

Brand: Yorkshire Tea

Lead agency: Lucky Generals


Category: Positive Change: Social Good – Brands

Brand: Dell

Lead agency: VMLY&R New York

Category: New Product of Service Introductions & Line Extensions

Brand: Heinz Pasta Sauces

Lead agency: Wunderman Thompson Spain

Category: Sustained Success – Services

Brand: McDonald’s

Lead agency: Leo Burnett UK

Category: Sustained Success – Services

Brand: Santander

Lead agency: House 337

Category: Seasonal Marketing

Brand: Tesco

Lead agency: BBH London

Category: Government Institutional & Third Sector

Brand: TV Licensing

Lead agency: RAPP UK

Category: Positive Change: Social Good – Brands

Brand: Vodafone

Lead agency: Ogilvy UK

Category: Positive Change: Social Goods – Brands

Brand: The Woolmark Company

Lead agency: Ogilvy UK


Category: Government Institutional & Third Sector

Brand: Capita for the British Army

Lead agency: Accenture Song

Category: Retail

Brand: DFS

Lead agency: Pablo London

Category: Sustained Success – Products

Brand: H&M

Lead agency: Digitas

Category: Renaissance

Brand: Merlin Entertainments

Lead agency: Creature London

Category: Healthcare

Brand: Noah’s Ark Children’s Hospice

Lead agency: Oliver

Category: Seasonal Marketing 

Brand: Renault UK

Lead agency: Publicis Poke

Category: Retail 

Brand: Tesco

Lead agency: BBH London

Category: Travel Transport & Tourism

Brand: TUI

Lead agency: Leo Burnett London