IPM Awards Winners 2025
Since 1971, the IPM Awards have recognised the campaigns, teams and partners shaping promotional marketing across the UK. This year’s winners set a new benchmark for originality, effectiveness and measurable impact across brand experience, shopper marketing, loyalty, partnerships and prize promotions.
From Pringles and Nintendo turning packs into play with a shelf-side quest, to TENA Men taking ‘Dry January’ live with an alcohol-free Dry Inn at Twickenham; from Airbnb putting the Prosecco Hills on the prize map, to VOXI’s monthly Drop that keeps customers coming back, 2025 raised the standard for our industry.
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.
Since 1971, the IPM Awards have recognised the campaigns, teams and partners shaping promotional marketing across the UK. This year’s winners set a new benchmark for originality, effectiveness and measurable impact across brand experience, shopper marketing, loyalty, partnerships and prize promotions.
From Pringles and Nintendo turning packs into play with a shelf-side quest, to TENA Men taking ‘Dry January’ live with an alcohol-free Dry Inn at Twickenham; from Airbnb putting the Prosecco Hills on the prize map, to VOXI’s monthly Drop that keeps customers coming back, 2025 raised the standard for our industry.
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 19 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. Pringles × Nintendo lifted the Grand Prix with a campaign that turned packaging into play, blending two iconic moustaches to spark a genuine culturequake. ZEAL Creative claims Agency of the Year for the third time, recognised for consistent brilliance across shopper, partnerships, and brand experience. Activation joins the winners’ circle with the Bob Suppiah Award for Industry Excellence, applauded for their leadership, collaboration, and commitment to the IPM’s values: protect, promote, progress. 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.
Pringles × Super Mario
This year, ‘Pringles × Super Mario: A Boss Level Gaming Partnership’ earned the crown with a campaign that sparked a genuine culturequake. Celebrating 90s gaming nostalgia, Pringles, in partnership with Nintendo’s Super Mario, transformed snack shelves into gaming portals, featuring limited-edition cans, a mystery-flavour “Question Block,” and a pack-to-mobile journey that connected discovery with rewards. Mario’s warp pipe transformed into a Pringles can, and “Let’s-a-go!” became the rallying call.
Led by Brand Culture, the team secured full EU market participation, negotiated unprecedented licensing terms, and delivered Pringles’ first-ever IP-led pack takeover at scale. Limited-edition cans became collectibles. A crisp can turned into a controller. And two iconic moustachioed legends joined forces in a partnership that blurred the lines between snacking and gaming. It didn’t just meet its objectives. It smashed them: commercially, creatively, and culturally. Now, it takes its place in the Grand Prix hall of fame, standing shoulder to shoulder with campaigns that didn’t just play the game. They changed it.
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.
Zeal Creative
ZEAL Creative has been named IPM Agency of the Year for the third time, cementing their status as one of the most consistently outstanding forces in the promotional marketing industry.
This year, ZEAL once again raised the bar across multiple categories, delivering campaigns that combined bold creativity with measurable impact. Their TENA Men “Dry Manuary” campaign dominated the awards, winning Gold for Best Integrated Campaign, Best Brand Experience in a Public Space, and Best Creative Shopper Activation, among others. Their Cheez-It UK Launch was recognised for its commercial effectiveness, taking home Gold for Best Trial and Acquisition Campaign and Best New Product Launch.
From social impact to shopper marketing, ZEAL continues to lead with fearless ideas, flawless execution, and a deep understanding of what moves people and products. Their third Agency of the Year title is more than a win. It is a legacy in the making.
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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.
Activation
Bristol-based and now B Corp certified, Activation is awarded the Bob Suppiah Award for their role as educators, innovators, and collaborators in shaping the future of shopper marketing. Co-founder Dan Hirons leads from the front, delivering sessions on the future of shopper marketing and translating AR and AI into usable tactics for brands. Activation’s presence across IPM platforms is consistent and impactful. Through masterclasses, case studies, and regular contributions to IPM Bitesize, they’ve helped define the evolving language of promotional marketing. This combination of teaching, doing and sharing, grounded in real campaigns and practical thinking, makes them a standout recipient of the Bob Suppiah Award for Industry Excellence.
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: Lovely Day For A Guinness
Silver: –196 (MINUS 196)
Bronze: Diageo – The Singleton Gardens of Abundance
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: Robinsons X Wicked
Silver: Fanta Afterlife
Bronze: Ribena – Win Family Experiences Every Day
Food
This category celebrates food campaigns that tantalise taste buds and turn flavour into favour at the shelf.
Gold: Pringles x Super Mario: A Boss Level Gaming Partnership
Silver: Quaker – Share the Warmth 2.0
Bronze: Celebrations – WIN with your favourites
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: Sky – Silent Night, Gentle Light
Silver: LEGO at gamescom
Bronze: Sky Original Sweetpea x Freddie’s Flowers
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: No More Nails x Red Bull Soapbox Race
Silver: Kärcher ‘Wash & Win with the No.1’
Bronze: Dylon Detergent Launch
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: TENA Men – Dry Manuary
Silver: Made by Mitchell
Bronze: Bupa Picture of Health
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: Superdrug Presents
Silver: adidas unbox your weekend
Travel, Leisure and Tourism
This category recognises campaigns that inspire wanderlust, elevating travel, leisure, and tourism to new marketing heights.
Bronze: Belfast Grand Central Station Roadshow
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: Simple Moment
Silver: Salon X
Bronze: Game. Set. Refresh with evian x Wimbledon
Best Experience in a Non-Retail Public Space, Event or Festival
Sponsored by POD Staffing
Gold: TENA Men – Dry Manuary
Silver: -196 (MINUS 196)
Bronze: Arla Cravendale – Tastes Like Heaven on Day 7
Best Creative and Innovative Execution
Gold: TENA Men – Dry Manuary
Silver: Fanta Afterlife
Bronze: Betty Crocker – Dream Bake Studio
Best Sampling Activation
Sponsored by POD Staffing
Gold: Fanta Afterlife
Silver: Betty Crocker – Dream Bake Studio
Bronze: Coca-Cola Zero Sugar Festivals
Best Staffing and Event Support Service
Sponsored by Staffwise
Gold: Superdrug Presents
Silver: PepsiCo UEFA Champions League Final 2024 – Guest Programme Staffing
Bronze: L’Oreal Paris – The Worth It Experience
Shopper & Promotions
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
Sponsored by Cloud Nine Incentives
Honouring the best creative shopper activation that earns attention in the aisle and moves people from browse to basket.
Gold: TENA Men – Dry Manuary
Silver: Arla Cravendale – Tastes Like Heaven on Day 7
Bronze: Robinsons X Wicked Campaign
Best Shopper Promotion In, On or With Pack
Sponsored by Cloud Nine Incentives
Where pack meets play. This category honours in, on or with pack promotions that spark discovery, drive entry and deliver outcomes at scale.
Gold: Pringles x Super Mario: A Boss Level Gaming Partnership
Silver: Ribena – Win Family Experiences Every Day
Bronze: Campari – Summer Spritz Passport to Milan
Best Incentive and/or Prize Promotion
Sponsored by Halo Promo Risk
From eye catching prize promotions that spark entry to incentives that nudge purchase and repeat, these campaigns show how reward changes behaviour.
Gold: Kärcher ’Wash & Win with the No.1’
Silver: Birds Eye: Get A Game Free With Your Tea
Bronze: Guinness Lovely Drops Promotion
Best Loyalty Campaign
Honouring loyalty campaigns that turn occasional shoppers into committed members through a clear value exchange and measurable repeat.
Gold: VOXI Drop
Silver: Electric Ireland: Brighter Things To Do
Bronze: Three+: Dining
Best Management of Incentive, Prize and/or Loyalty Promotions
Sponsored by Neo Currency
This category recognises campaigns that inspire wanderlust, elevating travel, leisure, and tourism to new marketing heights.
Gold: Airbnb Prosecco Hills Competition
Silver: BUPA Picture of Health
Best Promotional Marketing Management
This category recognises excellence in planning, governance and delivery of promotional marketing.
Gold: Promotix Lite Platform
Silver: Lodestone
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: Pringles x Super Mario: A Boss Level Gaming Partnership
Silver: No More Nails x Red Bull Soapbox Race
Bronze: Nationwide & Just Eat Flex Student Reward
Best Sponsorship Promotion/Activation
Gold: Robinsons X Wicked
Silver: Bupa Picture of Health
Bronze: No More Nails x Red Bull Soap Box Race
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: Quaker – Share the Warmth 2.0
Silver: Fuel 10k – Turning media into sales, reviews and referrals
Bronze: Capri Sun Free Sports Sessions
Best Use of Data and Insights
Gold: Fuel 10k – Turning media into sales, reviews and referrals
Silver: Just Fruits. Just Nuts. Nakd
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Best Use of Social Media and/or Influencers
Gold: No More Nails X Red Bull Soapbox Race
Silver: Wrap Mission Your Way
Bronze: Cran’s Cheeky Little Sister
Best Business-To-Business Campaign
Gold: DEWALT Work Tough. Win Tough.
Silver: Top Tech Voices
Bronze: Chupa Chups at Barcode Festival
Best Environmental/Positive Impact Campaign
Gold: TENA Men – Dry Manuary
Silver: Sky – Silent Night, Gentle Light
Bronze: Quaker – Share the Warmth 2.0
Best Trial and/or Acquisition Campaign
Sponsored by Zappit
Gold: Cheez-It UK Launch
Silver: World of Whisky 2024
Bronze: Bowmore Boutique
Best New Product Launch
Gold: -196 (MINUS 196)
Silver: Cheez-It UK Launch
Bronze: Made by Mitchell
Best Integrated Campaign
Gold: TENA Men – Dry Manuary
Silver: Guinness Lovely Drops Promotion
Bronze: Arla Cravendale – Tastes Like Heaven on Day 7
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 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.
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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