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.”
All the winners in full:
GRAND EFFIE
Brand: Yorkshire Tea
Agency: Lucky Generals
GOLD
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
SILVER
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
BRONZE
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