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Aldi UK Wins the Grand Effie at the 2021 UK Effie Awards

Awards and Events 35 Add to collection

eve sleep, Rugby League World Cup and Aldi UK awarded Gold

Aldi UK Wins the Grand Effie at the 2021 UK Effie Awards

Effie UK, which recognises and celebrates the most effective marketing efforts of the year, is proud to unveil the winners of the 2021 Effie Awards competition. 

Twelve winners were chosen this year by a jury made up of nearly 200 industry leaders. They were chosen for being those that most effectively solved a marketing challenge, connected with the target audience, and achieved outstanding results. 

Aldi UK came out on top winning the Grand Effie. They were also awarded Gold alongside eve sleep by Creature London & Goodstuff Communications and Rugby League World Cup 2021 by McCann Manchester. Aldi’s award came in the Sustained Success category, in recognition of the retailer’s phenomenal growth in the last 10 years, taking it from a tiny player with 2% market share to the UK’s No five supermarket. 

eve sleep and the Rugby League World Cup 2021 both won in the small budgets category.

Creature & Goodstuff’s campaign for eve sleep was selected as an impressive example of maintaining awareness and delivering short-term ROI, despite a significant budget cut and increased competition. While the Rugby League World Cup 2021 work by, McCann Manchester defied Covid to smash the sales target a year out from the tournament, generating much-needed revenue for the brand. 

Juliet Haygarth, managing director, Effie UK, said: “The Gold winners this year were all in either the small budget or sustained success categories: they either got creative with limited resources, or – in line with Mark Ritson’s advice from last year’s summit – they stuck to their strategy and kept the lights on.

“We’ve never had a more diverse set of winners: the list includes everything from large financial services to scale-ups on a mission, and everything in between. The type of work is equally varied, ranging from sponsorships and event marketing to community management.”

MullenLowe London’s work for the NHS won three Silver awards, one for its NHS Covid-19 app launch (in partnership with OMNIGOV at Manning Gottlieb OMD), and two for its nursing recruitment campaign (in partnership with Mediahub UK). A fourth Silver went to Essity’s Cushelle toilet roll, for a campaign by Publicis Poke.

Five Bronze awards were handed out: one to Leo Burnett’s McDonald’s campaign for its success in rising to the challenge of 2020; one to Engine UK’s work for online car retailer Cazoo; and three to McCann Manchester – two more for Rugby World Cup 2021, and another for Aldi, this time for its Kevin the Carrot Christmas campaign.

Ipsos MORI opened the 2021 Effie Summit with a detailed report on this year’s finalists. The findings focus on the success of marketers and agencies in finding opportunity within the pandemic’s constraints on budget, production and media choice. The result has been an interesting balance of long-established brands with bigger budgets and smaller brands capitalising on the moment.  

The winners’ details in full:

BRONZE

Category: Entertainment & Sports

Brand: Rugby League World Cup 2021

Lead agency: McCann Manchester

Contributing companies: Goodform Ltd., Hatch PR


Category: New Product or Service Introductions

Brand: Cazoo

Lead agency: ENGINE UK

Contributing companies: Goodstuff, Kantar Millward Brown, Folk Research


Category: Rising to the Challenge of 2020

Brand: McDonald’s 

Lead agency: Leo Burnett

Contributing companies: OMD


Category: Rising to the Challenge of 2020

Brand: Rugby League World Cup 2021

Lead agency: McCann Manchester

Contributing companies: Goodform Ltd., Hatch PR


Category: Sustained Success - Services

Brand: Aldi UK

Lead agency: McCann Manchester

Contributing companies: UM Manchester


SILVER

Category: Government, Institutional & Third Sector

Brand: NHS England

Lead agency: MullenLowe London & Mediahub UK

Contributing companies: Freuds, Manning Gottlieb OMD, 23Red, MMC


Category: New Product or Service Introductions

Brand: DHSC, NHS Test and Trace & HM Government

Lead agency: MullenLowe London & OMNIGOV at Manning Gottlieb OMD

Contributing companies: MMC, Topham Guerin, 23Red, Freuds


Category: Positive Change: Social Good - Non-Profit

Brand: NHS England

Lead agency: MullenLowe London & Mediahub UK

Contributing companies: Freuds, Manning Gottlieb OMD, 23Red, MMC


Category: Sustained Success - Products

Brand: Cushelle

Lead agency: Publicis•Poke

Contributing companies: Zenith Media, Blue Chip Marketing (UK) Ltd


GOLD

Category: Small Budgets

Brand: eve sleep

Lead agency: Creature & Goodstuff

Contributing companies: Pearl Metrics, Kode, Grand Central Recording Studios


Category: Small Budgets

Brand: Rugby League World Cup 2021

Lead agency: McCann Manchester

Contributing companies: Goodform Ltd., Hatch PR


Category: Sustained Success - Services

Brand: Aldi UK

Lead agency: McCann Manchester

Contributing companies: Universal McCann Manchester

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Persuasion, Thu, 07 Oct 2021 16:24:17 GMT