William Murray Communications took gold in the CIPR PRide Corporate and Business Communications category for its sustainability campaign for Unilever Food Solutions last night – and I was there to collect it.
After putting the hours in getting my entry down, I took it to my Associate Director for approval. But he told me if I didn’t make it stand out, I’d be KISSing that award entry away (Keep It Simple, Stupid). So, I went back to the drawing board to craft an entry that would leave other agencies quivering in their boots.
It paid off because at the CIPR’s regional event – Southern Home Counties – we were shortlisted against just one other agency.
We created a campaign for Unilever to encourage the industry to unite to tackle avoidable food waste. The campaign, United Against Waste, not only put this issue onto everyone’s agenda but also presented a solution to the problem. A free downloadable toolkit, developed with the Sustainable Restaurant Association was made available via its website. The top result was that the campaign catapulted Unilever from thought leader to a business that drives change. It also raised its brand awareness score by 11% in a matter of months.
It caught the judges’ attention too and we were only too happy to oblige.
Well done everyone!