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Find out who won at The Drum Awards for Social Media 2023


By Thomas O'Neill, Managing editor

November 28, 2023 | 6 min read

The Kitchen took the Grand Prix for its work with Heinz, while Rethink received the Chair’s Award for its work with Philadelphia Cream Cheese.

Social Media

The Kitchen took the Grand Prix for its work with Heinz

As part of The Drum’s annual Awards Festival, today we celebrated The Drum Awards for Social Media, which was broadcast live to the world from our studio in London.

Taking home the top prize, the Grand Prix, is The Kitchen for its campaign that sparked a global conversation about Heinz Tomato Ketchup with a single tweet.

With competition from own-brand alternatives growing due to the cost of living crisis, Heinz Tomato Ketchup had to reinforce its icon status – and a disruptive social stunt from The Kitchen did just that, reigniting the nation's love for the classic condiment and reminding them that, when it comes to ketchup, it has to be Heinz.

Recognizing that the British love a good debate, the agency decided to settle the age-old question of whether you should store your ketchup in the fridge or cupboard and so partnered with the popular No Context Brits account to disrupt Twitter feeds with a simple message: “FYI: Ketchup. goes. in. the. Fridge!!!”

Not only did this trigger a nationwide conversation around Heinz across social platforms, but it ignited a global frenzy with news coverage from around the world.

Socks made to look like Philadelphia's Cream Cheese worn with Nike's Montreal Bagel Dunk Lows sneakers, which are made to resemble bagels

The recipient of the Chair’s Award, meanwhile, as chosen by head judges Kristi Daraban of Nationwide and Eduardo Beltrao of HSBC, is Rethink for its work with Kraft Heinz brand Philadelphia Cream Cheese.

When Nike announced the Montreal Bagel Dunk Lows, Philly saw an opportunity to hijack the shoe giant’s most anticipated launch of the year. Going from concept to launch in 48 hours, Schmear Socks became the must-have accessory for hype-hungry sneakerheads, proving that no bagel is complete without Philly, even if that bagel is a shoe.

Daraban and Beltrao were joined on the judging panel this year by senior marketers from top brands and agencies, including Coca-Cola, Gymshark and Mattel.

Among the other big winners of the night are We Are Social for its work with Activision Blizzard, Ogilvy UK for its Argos work and Playmaker Films for Clarks.

You can see the full list of winners below and read the stories behind the winning work over on our Case Studies hub.

  • Grand Prix: The Kitchen for Heinz

  • Chair Award: Rethink for Kraft Heinz Philadelphia Cream Cheese

  • Agency team of the year: WiredCo.

  • Brand/In-House Team of the Year: The Kitchen North America for The Kraft Heinz Company

  • Community Manager of the Year: Bekah Ellis, social media manager, The Social Element

  • Leader of the Year: Adam Clyne, founder and CEO, Coolr

  • Advertising: Rethink for Kraft Heinz North America

  • Automotive: MSQ Partners for Shell Helix

  • Brand Storytelling: HSBC UK

  • B2B: Dentsu Creative for Northrop Grumman

  • Community Management: We Are Social for Activision Blizzard

  • Consumer Services: House 337 for Santander

  • Consumer Goods: SuperHeroes for Lenovo Yoga

  • Data and Insights: The Tree for Boost Drinks

  • Disruptive or Innovative Idea or Stunt: Rethink for Kraft Heinz Philadelphia Cream Cheese and The Kitchen for Heinz

  • Food and Drink: Reach Agency for DiGiorno

  • Healthcare and Pharma: MG OMD for Specsavers

  • Influencer Partnership: Collectively for Dove

  • Integrated: Cubaka for Avanti West Coast

  • Media and Entertainment: QYOU Media, Inc. for Paramount Pictures

  • Not-For-Profit, Charity and Government: Digital Voices for HeadCount

  • Real-Time Response or Activation: The Kitchen for The Kraft Heinz Company (Oscar Mayer)

  • Retail: Ogilvy UK for Argos

  • Social Commerce: Twitch for Deutsche Telekom, Bulldog, PICO, WarnerBros Games, Frontier Games, Krafton PUBG and Xbox

  • Social Film: Playmaker Films for Clarks

  • Social Media For Good: MG OMD for Office for Health Improvement and Disparities

  • Travel, Leisure and Sport: Cubaka for Avanti West Coast

The Drum Awards for Social Media took place at The Drum Labs, our very own bar, event and film studio in central London. You can rewatch all of our Awards shows so far over on The Drum TV.

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