IPM Awards Winners 2026
For more than five decades, the IPM Awards have been the benchmark for excellence in promotional marketing, recognising the campaigns that push boundaries, the teams that challenge convention, and the strategies that deliver real, measurable impact. From driving customer loyalty and activating prize promotions to creating memorable brand experiences, our winners continue to raise the bar and influence the future of the industry.
Every winner on this year’s list has successfully navigated a rigorous two-stage judging process, with entries assessed on creative execution, strategic insight, and proven results. The result is a showcase of the most effective and innovative work in promotional marketing today.
Discover the campaign that clinched this year’s Grand Prix, meet the IPM Agency of the Year, and get ready to welcome a new class of IPM Gold, Silver and Bronze winners. Explore the full winners list below.
For more than five decades, the IPM Awards have been the benchmark for excellence in promotional marketing, recognising the campaigns that push boundaries, the teams that challenge convention, and the strategies that deliver real, measurable impact. From driving customer loyalty and activating prize promotions to creating memorable brand experiences, our winners continue to raise the bar and influence the future of the industry.
Every winner on this year’s list has successfully navigated a rigorous two-stage judging process, with entries assessed on creative execution, strategic insight, and proven results. The result is a showcase of the most effective and innovative work in promotional marketing today.
Discover the campaign that clinched this year’s Grand Prix, meet the IPM Agency of the Year, and get ready to welcome a new class of IPM Gold, Silver and Bronze winners. Explore the full winners list below.
Setting the Industry Gold Standard
As the UK’s dedicated trade body for promotional marketing, the IPM sets the gold standard for excellence with direct representation on the CAP Board and a legacy of championing best practice. Winning here means more than bold ideas: it demands proven effectiveness, measurable impact, and full compliance with the CAP Code. Every entry is judged through a rigorous two-stage process by senior industry leaders, scored against criteria tailored to each category. Over the years, campaigns like Innocent’s Big Knit warming heads on the high street, Quaker’s Share the Warmth galvanising communities, and Aldi’s temperature-triggered rosé billboard stopping passers-by have shown how promotional marketing can delight, disrupt and deliver. These moments sit proudly among the work the IPM has been honoured to crown, and now, we turn the page to a new chapter.
Recap & Winners
On Friday 18th September, the promotional marketing industry came together at Nobu Hotel London Portman Square to celebrate the campaigns, people, and ideas shaping its future. Gold, Silver, and Bronze awards were presented across categories including shopper mechanics, brand partnerships, digital innovation, and experiential marketing. Guinness, Quaker, Robinsons, Fanta, Superdrug, and many more earned top honours, showcasing the full spectrum of what promotional marketing can achieve, in-store, online, and everywhere in between.
ZEAL’s ‘Aero Lost Bubbles’ takes home the ultimate prize, earning the 2026 IPM Awards Grand Prix for its exceptional combination of strategy, creativity, execution and results. Standing out from an incredibly strong field, it represents promotional marketing at its very best and is a thoroughly deserving winner of the Grand Prix.
N2O has been named 2026 IPM Agency of the Year, following an outstanding performance across this year’s Awards. With winning work spanning multiple categories, including a string of Golds, N2O demonstrated remarkable creativity, versatility and consistency across its campaigns — proving that great promotional marketing can deliver across every brief, audience and channel.
Cat Among the Pigeons receives the Bob Suppiah Outstanding Member Award, recognising their longstanding commitment to the IPM community. From sharing campaigns and content to supporting events, making use of member services and providing valuable feedback, they consistently demonstrate what it means to be an engaged, generous and active member of the IPM.
The afternoon was a celebration of ideas that inspired action, delivered impact, and drove the industry forward. Explore the full list of winners below and see who’s shaping the future of promotional marketing.
Grand Prix
The Grand Prix is the IPM’s ultimate honour, reserved for work that pushes boundaries, is brilliantly delivered, and makes genuine industry impact.
Over the years, Grand Prix winners have included campaigns that redefined experiential marketing, sparked national conversations, and delivered measurable impact. From Quaker’s “Share the Warmth” initiative tackling food insecurity, to Aldi’s temperature-sensitive Rosé Billboard that dispensed wine when the weather hit the perfect 19.2°C, these campaigns didn’t just capture attention. They captured hearts, headlines, and results.
Judged on both creativity and effectiveness, the Grand Prix is more than a trophy. It’s a benchmark of excellence, a career-defining moment, and a signal to the industry that this campaign didn’t just succeed. It set a new standard.
ZEAL | Aero Lost Bubbles
This year, ‘Aero Lost Bubbles’ by ZEAL took the ultimate prize, earning the 2026 IPM Awards Grand Prix for a campaign that demonstrated promotional marketing at its very best.
Combining standout strategy, creativity, flawless execution and impressive results, Aero Lost Bubbles rose above an exceptionally strong field to become the standout campaign of this year’s Awards.
Led by ZEAL, the campaign showed exactly what can happen when brilliant creative thinking is matched with a clear strategic purpose and outstanding delivery. From the first idea to the final result, every element worked together to make an impact.
And now, ‘Aero Lost Bubbles’ takes its place in the IPM Awards Grand Prix hall of fame, joining the campaigns that have demonstrated what promotional marketing can achieve when strategy, creativity and execution come together at the highest level.
Congratulations to ZEAL – your 2026 IPM Awards Grand Prix winner.
Agency of the Year
Winning the IPM’s Agency of the Year is one of the most prestigious achievements in promotional marketing. It is awarded to the agency that has consistently demonstrated creative brilliance, strategic thinking, and measurable impact across multiple campaigns and sectors. Each year, agencies of all sizes across the UK compete on equal footing, with smaller budgets given the same opportunity to shine as high-profile campaigns.
To win Agency of the Year is to be recognised as the best of the best: an agency whose work doesn’t just follow trends, but creates them. It is a signal to the industry that this team is not only leading the field, but defining it.
This honour gives the winning agency the right to say, without hesitation, that they are the number one promotional marketing agency in the UK.
N2O
This year, N2O has been crowned IPM Agency of the Year, following an outstanding performance across the 2026 Awards that showcased the sheer breadth, consistency and quality of their work.
N2O dominated the Golds, taking home top honours for Fanta Haunted Factory, Chupa Chups x Stranger Things at Thorpe Park, Superdrug at BST Festival, Tesco Goodwoof, and P&O Cruises Retail Pop-Up. Their success continued across the specialist categories, with Golds for Best Creative and Innovative Experience, Best Sampling Activation, Best Staffing and Event Support Service, and Best New Product Launch.
From immersive experiences and sampling to retail, entertainment, sponsorship and product launches, N2O demonstrated an impressive ability to deliver across the promotional marketing spectrum. It wasn’t one campaign that secured the title. It was the strength of the whole portfolio.
That combination made N2O a thoroughly deserving 2026 IPM Agency of the Year, proving that when it comes to promotional marketing, they know how to deliver time and time again.
Congratulations to N2O, your 2026 IPM Agency of the Year.
The Bob Suppiah Award
Named after Bob Suppiah, a long-serving IPM board member and former chairman, the award reflects his enduring influence on the organisation and the wider industry.
Bob was instrumental in guiding the IPM’s strategic direction and was deeply respected for his generosity, insight, and unwavering dedication to professional standards and development. Now a formal category at the IPM Awards, the Bob Suppiah Award stands as a tribute to values that matter. It recognises organisations that not only excel in their craft but also contribute meaningfully to the IPM network and help elevate the promotional marketing industry as a whole.
Cat Among the Pigeons
Cat Among the Pigeons has been awarded the Bob Suppiah Outstanding Member Award, recognising their longstanding commitment to the IPM community and the spirit of contribution that Bob himself championed.
As highly engaged members of the IPM, Cat Among the Pigeons have consistently made the most of what membership has to offer, from sharing insightful campaigns and content to supporting IPM events and getting involved across the wider community. But their contribution goes beyond simply showing up. They’ve been generous with their time, ideas and expertise, and have consistently provided thoughtful feedback that helps us understand what our members need and how the IPM can continue to improve.
Congratulations to Cat Among the Pigeons, a thoroughly deserving recipient of the Bob Suppiah Outstanding Member Award.
Sectors
From Food to Fashion and Technology to Travel, the IPM Awards recognises marketing excellence across a variety of sectors. Each field presents its own unique challenges and opportunities, whether you’re revolutionising the B2B landscape, creating memorable brand experiences in entertainment and sport, or reshaping consumer engagement in retail and FMCG. These winning campaigns not only set benchmarks within their sectors but also contribute to the evolution of promotional marketing as a whole.
Alcoholic Beverage
Raising the bar, this category celebrates drinks campaigns that balance creativity with responsibility, driving trial, trade-up and brand love.
Gold: 19 Crimes x Universal Classic Monsters Campaign
Silver: Bombay Sapphire x National Trust
Bronze: Perfection in Every Dropkick
Bray Leino
Non-alcoholic Beverage
This category celebrates alcohol free drinks campaigns fizzing with creativity and bubbling with fresh thinking. Refreshing for the category and the consumer.
Gold: Fanta Haunted Factory
Silver: Lucozade Sport – Ice Kick
Bronze: Dr Pepper Dr Lurve
Food
This category celebrates food campaigns that tantalise taste buds and turn flavour into favour at the shelf.
Gold: Roald Dahl, Premier Foods & 20ten ‘Win Fantastical Prizes’
Silver: Bish! Bash! Bentos!
Bronze: Just Eat – Hey, U Up?
Highly Commended: Jammie Dodgers x Nerf Super Soaker
Entertainment and Sport
Lights, camera, action! From stage and stadium to screen, this category is all about bringing the thrill of entertainment and sport to life, earning applause in the room and impact on the scoreboard.
Gold: Chupa Chups x Stranger Things at Thorpe Park
Silver: Guinness Home Turf Trophy Tour
Bronze: Channel 5 – NFL Big Game Night
Household Products and Services
From cleaning and laundry to energy and broadband, this category rewards campaigns that earn trust and adoption across home essentials and services.
Gold: Vaillant & Glow-worm myREWARDS
Bronze: Bloo Duo Cubes Sampling
Healthcare, Beauty and Fashion
Beauty meets brilliance with health at the heart and fashion in the frame. This category celebrates campaigns that help people feel better, look their best and choose with clarity.
Gold: Superdrug at BST Festival
Silver: Prepare, Protect, Recover with Bulldog
Bronze: Carex x Merlin Family Days Out
Retail and e-commerce
This category celebrates retail and ecommerce campaigns that win the aisle and the homepage. From store to site to app, the best entries show clear shopper thinking and measurable results.
Gold: Tesco Goodwoof
Silver: Tesco Club card
Travel, Leisure and Tourism
This category recognises campaigns that inspire wanderlust, elevating travel, leisure, and tourism to new marketing heights.
Gold: P&O Cruises Retail Pop-Up
Experiential Marketing
The Experiential category honours the IPM’s deep-rooted connection with experiential marketing, strengthened through the Experiential Effectiveness Community. It celebrates campaigns that allow consumers to touch, try, taste, hear, see, and feel a brand. These activations transform fleeting moments into immersive memories, whether at points of purchase, pop-ups, or large events.
Best Experience at or Near Point of Purchase
Gold: Tesco Christmas Festival
Silver: KitKat x Formula 1: The Break Zone Pit Stop
Bronze: -196 On Tour
Best Experience in a Non-Retail Public Space, Event or Festival
Gold: Just Eat – Hey, U Up?
Silver: Fanta Haunted Factory
Bronze: Chupa Chups x Stranger Things at Thorpe Park
Highly Commended: DO THE VOLT!
Highly Commended: Superdrug at BST Festival
Best Creative and Innovative Execution
Gold: Fanta Haunted Factory
Silver: Just Eat – Hey, U Up?
Bronze: KitKat x Formula 1: The Break Zone Pit Stop
Highly Commended: Chupa Chups x Stranger Things at Thorpe Park
Best Sampling Activation
Gold: Fanta Haunted Factory
Silver: Montezuma’s x Prsnt GOGO: Sampling Reinvented
Bronze: Nuii – Choose Your Next Adventure
Highly Commended: Bish! Bash! Bentos!
Highly Commended: -196 On Tour
Retail / Shopper
From aisle to app, this category celebrates shopper activations and promotions that turn attention into action. These campaigns bring the shopper journey to life, transforming everyday purchases into memorable brand moments that resonate long after consumers leave the store.
Best Creative Shopper Activation
Honouring the best creative shopper activation that earns attention in the aisle and moves people from browse to basket.
Gold: Quality Street – Spark More Special
Silver: KitKat x Formula 1: The Break Zone Pit Stop
Bronze: Roald Dahl, Premier Foods & 20ten ‘Win Fantastical Prizes’
Best Shopper Promotion In, On or With Pack
Where pack meets play. This category honours in, on or with pack promotions that spark discovery, drive entry and deliver outcomes at scale.
Gold: Aero – Lost Bubbles
Silver: Chill to Reveal
Bronze: Birds Eye Win Trips With Chips
Highly Commended: Wasabi Lucky Dinners
Incentive, Prize & Loyalty
Best Incentive and/or Prize Promotion
Gold: Aero – Lost Bubbles
Silver: Jammie Dodgers x Nerf Super Soaker
Bronze: Wasabi Lucky Dinners
Best Loyalty Campaign
Gold: Three + £1 Coffee Network
Silver: Sky VIP Tasty Treats
Bronze: Vaillant & Glow-worm myREWARDS
Best management of incentive, prize and/or loyalty promotions
Gold: Win an Escape to Corona Island
Silver: ASICS – World Championships in Japan 2025
Bronze: Channel 5 – NFL Big Game Night
Promotional Marketing Services
Best Promotional Marketing Management/Service
Gold: GottaBe!’ Fulfilment Project – Western Union
Silver: Lebara Smarter Cuts
Bronze: Promotix Lite – From Innovation to Industry Adoption
Best Staffing and Event Support Service
Gold: Tesco Christmas Festival
Silver: The Lego Botanicals Bloom Bar x Hatter
Brand Partnerships
Bolstered by the Brand Partnerships Community, we celebrate campaigns that unite brands to create powerful synergies and shared narratives, driving reach, relevance, and results. Whether through co-branded promotions, strategic alliances, or long-term collaborations, this category honours partnerships that elevate brands beyond the sum of their parts, setting new standards for creativity and commercial success.
Best Brand Partnership (duel or multi-brand)
Gold: Roald Dahl, Premier Foods & 20ten ‘Win Fantastical Prizes’
Silver: Birds Eye Win Trips With Chips
Cat Among The Pigeons
Bronze: Pringles x Xbox: Unlock In-Game Rewards with Every Can, Positioning Pringles as the Perfect Gaming Partner
Highly Commended: Vita Coco x Strava – Crack The Winter Blues 5k
Techniques & Objectives
This category is all about strategy and execution. It celebrates campaigns that have skilfully used technology, data, social media, or influencers to achieve specific marketing goals. Whether through creative digital channels, insightful data use, or impactful social engagement, these campaigns demonstrate how innovative techniques meet clear objectives to deliver measurable results.
Best Use of Technology, Ai and/or Digital Channels
Gold: Buxton – Sip, Step & Go
Silver: Google’s Nano Banana Experience
Bronze: Wall’s – Sing it to Win it
Best Use of Data and Insights
Gold: Benson for Beds The Sleep Forecast
Silver: Tesco Christmas Festival
Bronze: Plenish – Give it a shot
Best Use of Social Media and/or Influencers
Gold: Do What You Love
Silver: Bish! Bash! Bentos!
Bronze: Tate & Lyle Sugars, Trusted by the Best
Best Business-To-Business Campaign
Gold: Three + £1 Coffee Network
Silver: Doritos Loaded Week
Bronze: KitKat – The World of Breaks
Best Environmental/Positive Impact Campaign
Gold: Daddy Pig Runs London Marathon For George
Silver: Trudi’s Launch Activation – COOP Norway
Bronze: Buxton- Sip, Step & Go
Best Trial and/or Acquisition Campaign
Gold: Plenish – Give it a shot
Silver: Birds Eye Win Trips With Chips
Bronze: Thatchers Juicy Apple Cider launch – on-and-off-trade
Highly Commended: Wasabi Lucky Dinners
Best New Product Launch
Gold: Dr Pepper Dr Lurve
Silver: Birds Eye Win Trips With Chips
Bronze: KitKat – A New Way to Break
Best Integrated Campaign
Gold: Bish! Bash! Bentos!
Silver: Birds Eye Win Trips With Chips
Cat Among The Pigeons
Bronze: Perfection in Every Dropkick
Best Small-Budget Campaign
Gold: Perfection in Every Dropkick
Silver: Ribena Winter Wonderland
Bronze: Bloo Duo Cubes Sampling Campaign
Promotional Marketing at Its Best
This year, promotional marketing proved its power. The IPM Awards 2025 showcased a new benchmark for what our industry can achieve when creativity, commercial impact, and cultural relevance collide. To our winners, your work is now a reference point for the industry. It will be taught, quoted and measured against, helping to protect standards, promote best practice, and progress promotional marketing for the year ahead. To our sponsors, thank you for powering the platform and helping us celebrate the very best in the industry. To our judges, thank you for your rigour, care, and commitment. Every decision was earned, and every recognition deserved. And to everyone who attended, supported, and celebrated with us, thank you for being part of a community that continues to push boundaries and elevate the industry. Here’s to another year of bold ideas, brilliant execution, and campaigns that truly move people.
Promotional Marketing at Its Best
This year, promotional marketing proved its power. The IPM Awards 2026 showcased a new benchmark for what our industry can achieve when creativity, commercial impact, and cultural relevance collide. To our winners, your work is now a reference point for the industry. It will be taught, quoted and measured against, helping to protect standards, promote best practice, and progress promotional marketing for the year ahead. To our sponsors, thank you for powering the platform and helping us celebrate the very best in the industry. To our judges, thank you for your rigour, care, and commitment. Every decision was earned, and every recognition deserved. And to everyone who attended, supported, and celebrated with us, thank you for being part of a community that continues to push boundaries and elevate the industry. Here’s to another year of bold ideas, brilliant execution, and campaigns that truly move people.
Proudly Sponsored By
The IPM Awards would not be possible without the generous support of our sponsors. Their contributions help us celebrate excellence, innovation, and impact across the promotional marketing industry.
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