Lamb Weston, supported by Art of the Possible Agency and WAA Chosen, has struck gold in the 2020 B2B Marketing Awards competition. It won in the Best Product Launch Campaign category, while also taking the highly coveted Grand Prix: Campaign of the Year prize for the February launch of frozen Dukes of Chippingdom thick-cut “proper British chips” made from 100% British potatoes.
Up against global brands such as Nokia, Mastercard and Lenovo, and with nominees for the Grand Prix Award including Rolls-Royce, M&S Corporate Gifts and Intuit QuickBooks, Lamb Weston’s entry impressed the judges with its dedication and passion, as well as demonstrating that, by pushing the boundaries, the campaign ensured a successful product launch.
“This has been a strange and challenging year for everyone in our industry, and to win this award is a real boost for the team – a fitting reward for a lot of work and devotion to the cause,” said Andrea Deutschmanek, Lamb Weston’s marketing manager in the United Kingdom and Ireland. “It’s shown that, even when pitched against some of the largest brands in the world, our efforts can make a difference.”
Kat Patterson, managing director of the London-based Art of the Possible marketing and advertising agency, stated: “We are so proud to be working with a brand such as Lamb Weston. They really do have the passion and commitment to see a project through and we are thrilled to bits to have not only won the Best Product Launch Campaign award, but the Grand Prix: Campaign of the Year award too. Unbelievable!”
Comments on the Dukes of Chippingdom campaign from the judges included: “It’s not very often that judges are stuck at a crossroads, one of the most difficult decisions in their professional lives – is it going to be burger or chips? The gold, however, needs to go to the entry that has demonstrated the clarity of their B2B marketing, from identifying their target audience, to reaching them by using the right channels, right tone of voice, right branding through to right results. After weighing the options, we have decided that the crispy gold goes to Dukes of Chippingdom.”
