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.
“The quality of nominations this year was astounding, but what set the winners apart was the depth of insight and their commitment to deep partnering. These winning brands are using insight to identify challenges or opportunities for their brands and categories and engineering strategic media solutions to drive the right results. The collaborative partnerships underpinned by insights that we’ve seen throughout the judging process are the backbone of great Retail Media.”