Choco-ade crusade scores the 2013 Supreme Marketing Award
Griffin’s Choco-ade crusade scores the 2013 Supreme Marketing Award
Ten of the most recognised
brands in New Zealand were contenders for the Supreme Award
in this year’s prestigious TVNZ NZ Marketing Awards that
celebrate ‘Everything Marketing’. Unlike previous years
where there were some clear front-runners, the judges had an
extremely difficult task coming to a decision on the
ultimate winner.
The re-launch of Griffin’s Choco-ade biscuits took out the Supreme Award as well as winning the FMCG category award. The “crusade” to bring back this 1980’s favourite was started by someone with a nostalgic pang for the orange-filled, chocolate-topped biscuits. Griffin’s responded by putting it to the vote online. So overwhelming was the response that they recommenced production more than 20 years after Choco-ade last appeared on store shelves.
The judges commented on the smart opportunity-spotting by Griffin’s that, whilst it may have had high risk, nevertheless led to high rewards. In their opinion, the re-launch was smartly executed and fully integrated across the business.
Awards hosts Vincent Heeringa, NZ Marketing magazine, and Sue McCarty, Marketing Association, were joined by MC Te Radar, who orchestrated a night of celebrating the coming together of brands, ideas, skills and people.
Also enjoying their deserved wins were AA Smartfuel, Heart Foundation, Les Mills International, MediaWorks, New Zealand Lotteries, NZ Tax Refunds, Pfizer New Zealand, The Warehouse Group and Z Energy.
A recognised leader in talent creation that fosters excellence, Mark Callaghan, CEO of Frucor Beverages was honoured with the 2013 Marketing Excellence Award. His noted attributes were the constant embracing of transformation, as well as balancing innovation and risk with a great marketing discipline and systems.
Marketer of the Year is Mike Cunnington, now Deputy Commissioner, Information, Intelligence and Communications at IRD, who was acknowledged for his outstanding management of the merger of the National Bank and ANZ brands during his tenure as Head of Marketing at ANZ. “Mike is a Marketing thought-leader and commercial executive who has taken marketing throughout ANZ, positioning it as the leading function to deliver transformational plans with outstanding results,” said the judges in reaching their decision.
The Rookie Marketer of the Year is Jess Hall, Direct Marketing Assistant at Farmers, who exhibited a breadth of understanding of the challenges her business faces and how marketing in all its guises can be applied to benefit the business.
For the first time ever, two Marketing Hall of Fame inductees came from the same organisation. They are Mike O’Sullivan and William (Bill) Peake of BrandWorld, about whom Marketing Hall of Famer Richard Brookes, Associate Professor of Marketing at the University of Auckland, said “Unconventional thinkers and doers, both of them. We need more like them!”
A full list of winners and their
stories can be found below, or at
www.everythingmarketing.co.nz
Winners
Fairfax
Media, Supreme Winner
Griffin's Foods Limited,
Griffin’s Choco-ade Biscuits
TVNZ, Marketing
Hall of Fame
Mike O’Sullivan,
BrandWorld
TVNZ, Marketing Hall of
Fame
William Peake, BrandWorld
Marketing
Excellence
Mark Callaghan, Frucor Beverages
News Works NZ, Rookie Marketer of the Year
Jess
Hall, Farmers Trading Company
Colmar Brunton,
Marketer of the Year
Mike Cunnington
Consumer
Products and Services
AA Smartfuel, AA Smartfuel
Acquisition Strategy - F13
New Zealand
Trade & Enterprise, Export
Les Mills International,
Les Mills SMARTBAR™
BrandWorld, Fast Moving
Consumer Goods
Griffin's Foods Limited,
Griffin’s Choco-ade
Biscuits
Mailshop, Financial and
Banking
NZ Tax Refunds, WooHoo – Differentiating
a Brand by Owning a
Feeling
Lifestyle/Travel/Leisure
Pfizer New
Zealand, Champix – Helping Smokers Quit a Dying
Habit
Not-for-Profit
Heart Foundation,
Heart Week 2013
Public Sector
New
Zealand Lotteries, Making Big Wednesday a
Success
Morton Estate, Retail
The Warehouse
Group, What Kiwis Want
Sponsorship
Z
Energy, Good in the
Hood
Utilities/Communications
MediaWorks,
The Block NZ launch – How TV3 Turned New Zealanders
Into Block-a-Holics
&Some, Emerging
Business/New Brand
Inverno Trading Ltd, trading as
SwitchKites, Creation of Global Kitesurfing
Brand
TVNZ, Innovation
Bank of New Zealand,
BNZ YouMoney Launch Campaign
Insight
ANZ
Bank New Zealand, ANZ Brand Transformation
Programme
Fairfax Media, Marketing
Leadership
Unitec Institute of Technology, We Make
the People Who Make It
Boston Digital,
Transformational
STIHL New Zealand, STIHL Brand
Campaign
Ends