Ribena's pop-up Colouring Cafe collects more honours at The Grocer's Top Campaigns Awards


By Richard Draycott, Managing Director

December 20, 2016 | 2 min read

Ribena and Leed-based agency Brass are celebrating again after winning another top award for their Colouring Café campaign, this time scooping a gong at The Grocer's Top Campaign Awards.

Launched to celebrate the best campaigns from retailers and brand owners from the past year, the winners of The Grocer Top Campaign Awards were selected in over 50 categories, including the competitive ‘Soft Drinks: Squashes & Cordials’, which was awarded to Brass and Ribena.

The award-winning Ribena Colouring Café social media campaign revolved around a pop-up café in Covent Garden, filled with creative individuals, bloggers and social media stars, all colouring in tiles, while drinking Ribena. Created to support the brand proposition ‘You can’t get any more Ribenary’, the highlight of the event was an illuminated lightshow of the completed giant illustration, which was filmed and extended through content on Facebook, YouTube, Snapchat, VoD, and a colouring-in app.

Not only has the campaign been a creative success; already winning at The Drum Network Awards for Content Marketing Campaign of the Year and Agency Creative Team of the Year, but has also been lauded as a commercial success and cited as ‘Best in Class’ following an independent research study by WWP company Hall & Partners.

Editor of The Grocer, Adam Leyland, commented: “The Top Campaign Awards is now media neutral, which means that the most brilliant creative and strategic work can be recognised. That makes it unique among all the awards programmes out there, in creating a level playing field, {and is} both free and simple to enter, so as to encourage not only the maximum number of entries but to ensure that the winners are the most deserving cases”

On being notified of inclusion in the prestigious The Grocer Top Campaign Awards, Emmeline Purcell, senior brand manager at Ribena, said: “Brass delivered an amazing interactive and engaging campaign which has really resonated with our target audience. The Ribena Colouring Café was a key realisation of our content marketing strategy, and we’re delighted with the results.”


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