Mini Cheddars campaign win Gold Europe Effie Award
London: Not content with just winning Gold at the UK Effie Awards, our Mini Cheddars team have gone one better and also won Gold at the Europe Effie Awards for their 'Welcome to Cheddar Town' campaign.
The Effie Awards are one of the most prestigious awards in the marketing and advertising industry spotlighting ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness. The campaign, which first launched in 2021, received the Gold Award in the Food and Beverage category and was commended for helping Mini Cheddars to beat the major players in the industry with some cheesy humour.
Aslı Özen Turhan, Chief Marketing Officer for pladis UK & Ireland, said: "The Mini Cheddars brand had experienced a dip in consumer engagement post-pandemic, becoming slightly forgotten. Through the introduction of a fresh and distinctive personality in our campaign, we successfully revitalised the brand, resulting in a remarkable doubling of Mini Cheddars' spontaneous brand awareness and an impressive 21% surge in sales. Achieving the Gold award in what is a fiercely competitive EU market is truly outstanding!"
