Retail Media’s most effective NZ campaigns revealed!
Colgate Palmolive, Fonterra, Lion, McCain and Nestlé recognised in Cartology 2025 Campaign of the Year Awards.
Cartology New Zealand has crowned the winners of its 2025 Campaign of the Year Awards overnight in a celebration at Morningside’s Glasshouse. Colgate Palmolive, Fonterra, Lion, McCain and Nestlé have all been recognised for the most impactful and effective demonstration of Retail Media across eight categories.
The Campaign of the Year Awards are Australia and New Zealand’s largest recognition of Retail Media effectiveness. With over 30 submissions from 24 brands, the awards celebrated brand partners who successfully leveraged proprietary customer insights, clear objective setting, and deep partnership to drive exceptional commercial results, truly demonstrating the very best in retail media effectiveness.
The 2025 Campaign of the Year Winners are;
- 2025 Campaign of the Year Fonterra Do Dairy Right and Do Yoghurt Right
- Partner of the Year Fonterra
- Best use of Creative Canvas Lion Speight Summer North Island
- Best use of Customer Insight McCain Pub Style
- Best Omnichannel Campaign under $150k McCain Pub Style
- Best Omnichannel Campaign over $150k Nestlé Nescafé Make your World
- Best NPD Campaign Colgate Palmolive Colgate Total Relaunch
- Best Digital Strategy Fonterra Do Dairy Right and Do Yoghurt Right
Fonterra took out the 2025 Cartology Campaign of the Year Award, for its full-funnel strategy, designed to accelerate eCommerce performance across core dairy categories. Using insight that revealed shoppers were open to using more dairy in everyday meals but lacked inspiration, Fonterra responded by aligning data, creative, and media across two phases ("Do Dairy Right" and "Do Yoghurt Right") to nudge customers toward fit-for-purpose purchasing. This strategic storytelling model delivered incredible results, including a +15% uplift in online sales for the first phase and a +383% uplift in repeat purchase within 2–7 days for the second, proving the power of connecting brand inspiration to immediate transaction.
