Cartology has crowned the best in retail media effectiveness with Mutti awarded the 2024 Campaign of the Year winner for Woolworths Supermarkets and The Lego Group awarded the 2024 Campaign of the Year winner for BIG W.
In a joint ceremony on 19 November, the evening recognised small and large brands for their strategic use of retail media to drive real impact with customers and campaign effectiveness.
From over 47 nominations and 19 finalists, Beiersdorf, MCoBeauty, Mutti, Patties Food Group and Snackbrands Australia have been crowned category winners, alongside the overall 2024 Campaign of the Year winners; Mutti and The Lego Group.
The winning campaigns exemplified what good retail media looks like and set a new benchmark for success. “As leaders in the space, Cartology is committed to demonstrating how brands drive effectiveness and prove the impact of retail media through great work in partnership with our clients,” the company said.
Cartology Managing Director Mike Tyquin says: “We’ve been in retail media for over five years, working hand in hand with partners to deliver impactful work. The calibre of campaigns we’ve seen this year have cemented what good retail media looks like and elevated more than ever the impact it can achieve.
“These award-winning campaigns truly redefine retail media excellence and share some common threads that we’re seeing across our most impactful campaigns. They’re built on a foundation of clear objectives, supported by deep customer insights to inform solutions and measurement that links back to the objectives. We also see a truly integrated creative approach across the customer journey, ensuring the right message at the right time for customers. By understanding customers, these campaigns deliver not just a fleeting impact, but long-term engagement and growth,” he said.
2024 Campaign of the Year Judge and Woolworths Group Managing Director, CustomerX Jane Danziger says: “It was great to see the collaboration and partnership across our suppliers, commercial teams and the Cartology business to drive results.
“These winning campaigns transformed the digital and physical shopping experience into immersive brand experiences. By weaving creativity throughout the customer journey – they capture attention, foster engagement, and ultimately, etch the brand into the customer’s memory, all while delivering an exceptional customer experience,” she said.
The 2024 Cartology Campaign of the Year winners
2024 Cartology Campaign of the Year | Woolworths Supermarkets: Mutti
2024 Cartology Campaign of the Year | BIG W: The Lego Group
BIG W: Best use of Customer Insight category winner: MCoBeauty
Woolworths: Best Digital Strategy category winner: Beiersdorf Nivea
Woolworths: Best use of Customer Insight category winner: Unilever Lynx Fine Fragrances
Woolworths: Best NPD Campaign category winner: Snackbrands Australia Thins
Woolworths: Best Omnichannel Campaign <250k category winner: Mutti
Woolworths: Best Omnichannel Campaign >250k category winner: Patties Food Group, Four’N Twenty.
The campaign of the year awards announcement comes as Cartology launched its newly developed planning tool to drive retail media effectiveness for brands.