Sarson’s ‘Proud to Serve Fish & Chip Shops of Great Britain’ campaign has won the PR agency behind the idea two top marketing awards.
Jellybean walked away with both the Best B2B Campaign Award and Freedom Award for Agency Collaboration at the inaugural Alliance of Independent Agencies Wing Awards.
The B2B agency created the fully integrated campaign in a bid to encourage fish and chip shops to switch to Sarson's Malt Vinegar. As part of the initiative it provided free 20 litre samples and POS, produced case studies and ran advertising in trade magazines, as well as supported fish and chip shops through the worst of the pandemic with the launch of Sarson's sachets and in-store social distancing kits.
Commenting on why jellybean won the Best B2B Campaign Award, judge Chris Westlake said: “Ultimately the results were exceptional. I think the agency and client should be very proud of the work they’ve put out here. It’s effectively created game changing results!”
David Atkinson of Space spoke on behalf of the judging panel with regards the Freedom Award selection to say: “This campaign stood out for its deep understanding of the trade audience and true understanding of the client’s needs and market. They delivered exceptionally and included smart adaptations to the Covid situation. It’s a really powerful example of great collaboration between client and agency.”
Speaking about the double win, jellybean MD, Susan Bolam said: “We are incredible proud of the team and this campaign for Sarson’s, so it was wonderful to receive both the awards we were up for, especially in the company of such other great agencies and brands. It’s great to ‘win our wings’ especially for a campaign we activated through the challenges of the pandemic and a lovely touch by the Alliance that all those involved in the campaign will receive Wing Award pin badges in addition to our trophies.”
The campaign will go forward to the MAA Worldwide Globes as a category winner in the UK and is also shortlisted for the B2B Marketing Awards to be announced in November.