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The food and drink sector is well represented in the IPA Effectiveness Awards this year, with eight entries on the shortlist.

Here’s a short film about each of the eight shortlisted entries for food and drink campaigns. Read the full shortlist of 38 entries here.

Related content: Watch Adam Ben-Youseff of Diageo speak at EffWorks 2017
Related event: Book combined tickets for EffWeek 2018 and the 2018 IPA Effectiveness Awards

Havas London Ella’s Kitchen
Selling up doesn’t mean selling out

J. Walter Thompson for Ribena (Lucozade Ribena Suntory)
Ribena: A case for the defence

adam&eveDDB for Skittles (Mars)
Breaking conventions with Pride

BBH and Ebiquity for Weetabix
A Rembrandt in the attic: Rediscovering the value of ‘Have you had your Weetabix?’

Lucky Generals and Goodstuff Communications for Yorkshire Tea (Bettys and Taylors of Harrogate)
Waking the sleep shoppers: A proper effective campaign for Yorkshire Tea

Mother and Carat for Baileys (Diageo)
Baileys: A radical brand turnaround story with extra sprinkles

AMV BBDO for Guinness (Diageo)
Guinness: Made Of More, 2012 – 2018

Publicis Italia and Publicis Singapore for Heineken
A Game Changer: How Heineken reinvented its champions league communications

Read the full shortlist.

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA