Behind The Win Featuring the winners of the MII AIM Awards 2026
Every award-winning campaign has a story that’s just as compelling as the results. Discover the challenges brands faced, the ideas that unlocked growth, and the measurable impact that earned industry recognition.
Whether you’re looking for inspiration, practical insights, or proof of what effective marketing can achieve, these stories reveal what it really takes to create award-winning work.
Category: Public Relations Campaign Award
Breast Cancer Ireland
Campaign: Know More
This campaign proved that authenticity cuts through, survivor voices drive action, and storytelling saves lives. More broadly, it has shown us that creativity isn’t just about attention. It’s about behavioural change. And in this case – that change can literally mean the difference between
Campaign Details
The Breast Cancer KNOW MORE campaign won the Public Relations Award for its powerful, survivor-led approach to drivinglife-saving behavioural change around breast cancer awareness and early detection. The Breast Cancer Ireland campaign wasdeveloped in response to extensive national research which revealed significant knowledge gaps around breast cancersymptoms and self-checking behaviours. Only one in four women reported checking regularly, while many believed breastcancer was something that happened only to ‘older women’. Awareness of symptoms beyond a lump was also alarmingly low.To address these findings, Breast Cancer Ireland partnered with PR Consultant Nicky Crichton of Crichton Communicationsand the creative agency Persuasion Republic to create a bold public awareness campaign centred on six breast cancersurvivors.
Through striking photography, emotional video content and compelling personal stories, survivors transformed their scars into“tools of mass instruction,” highlighting the importance of recognising symptoms and checking regularly. The campaign’s clearcall to action – “Know the signs. Check your breasts.” – cut through the clutter of Breast Cancer Awareness Month. Anintegrated PR strategy combined national media partnerships, social activation, advocacy, outdoor advertising and digitalengagement to ensure the message reached audiences nationwide. The results were exceptional.
Campaign Results
The campaign generated more than 75 pieces of earned media coverage, reached 13 million people, increased socialengagement by 18%, and delivered over 1,700 downloads of the Breast Aware app.
Most importantly, independent research confirmed significant behavioural change: 77% of those exposed to the campaign weremore likely to self-check, while regular self-checking among women aged 18–54 increased by 14%, equating to approximately182,000 additional women checking regularly. The KNOW MORE campaign is now touring nationwide through breast healthseminars, reaching 37,000 people in 2026 across schools, workplaces, and communities. October 2025 delivered BreastCancer Ireland’s highest-ever monthly donations—€1.27m vs €325k in October 2024. KNOW MORE demonstrates the powerof courageous storytelling, strategic PR and integrated communications to deliver measurable public health impact.
Category: Corporate Social Responsibility
Re-Turn
Campaign: Small Town, Big Difference
The programme proved that social andenvironmental impact can be mutually reinforcing,improving local lives while creating a cleaner,greener Ireland.
Campaign Details
Re-turn was set up to increase Ireland’s recycling rate and reduce environmental waste, but, much like other European DepositReturn Schemes, expected slower redemptions after year one. To fuel enduring behaviour change, Re-turn would need to findways to engage the nation beyond the deposit. Research suggested that if people could donate their cans and bottles, theymight Re-turn more. Re-turn launched a community-led model that empowered local groups to fundraise through the scheme.5,000 orange bins were distributed to communities, activation toolkits were developed and the Re-turn for Children initiativewas extended with retail partners and at Ireland’s biggest events – from Croke Park to Electric Picnic
Campaign Results
Small Town Big Difference, a community competition, was launched, encouraging local communities to showcase theirsuccess. Over 350 communities entered their stories of real world, local impact, created by fundraising through the deposit. Thewinners were showcased in local and national media, and a sustained PR programme narrated Ireland’s overall impact. Byworking with local community groups, Re-turn were able to reframe the deposit from disposable to donatable, transformingeveryday recycling into visible community impact – from meals on wheels and cultural cooking classes, to vaccines for puppiesand lifesaving defibrillators. By empowering local groups and charities to fundraise through the scheme, participation doubled,habitual recycling increased and over €500,000 was raised for children’s charities. Critically, recycling rates rocketed –achieving Ireland’s overall target of 90%. 4 years early.
Category: Integrated Marketing Award
Tesco
Campaign: Feeding the Nations Christmas Spirit
Tesco learnt that early cross-functional collaboration was imperative to the success of our plans. By approaching internal teams early, they had time to work together and ultimately influence their key decisions. Once decisions and plans were made, consistent communication throughout the business was the key to a seamless and successful execution. Our leadership team were brought on our journey, while each store manager and in-store team were made aware of plans that would effect customers in their stores.
Campaign Details
For grocery retailers, the 4 weeks leading into Christmas constitute by far the most crucial trading period of the year. In October 2025, Tesco Ireland held 2nd place in market share. It was imperative to win shoppers during this critical time in order to gain further share.
A new marketing team meant new eyes on past campaigns, which helped to identify two clear objectives – to rebuild salience and to drive brand love.
To win the retail race for Christmas, we needed buy-in and collaboration from everyone who was involved with the festive season. This meant we needed integration across three levels. Firstly, across various internal business teams. Secondly, across our four marketing comms pillars. And thirdly, across our six agency partners. Our agencies created one unifying creative platform and the marketing team embedded it across every touchpoint throughout the eight-week festive period. We worked closely with teams right across the business, gaining their help to execute plans through our stores. We ensured each store manager was informed across the eight weeks through constant communication, and engaged our store colleagues with exciting competitions.
Campaign Results
The results for the Christmas campaign were exceptional. Tesco achieved its highest-ever Christmas performance, becoming No.1 in market share for the month of December, and increasing our YouGov ‘recommend’ score by +4.8%.
This campaign didn’t just win Christmas – it strengthened internal trust in the marketing team, transformed our approach to collaboration, and proved that bravery and integration can deliver extraordinary business impact.
Category: Emerging Talent
Hannah McGrath - Tesco
About Hannah McGrath
Hannah McGrath has rapidly established herself as one of the industry’s most dynamic young leaders, earning this year’sEmerging Talent Title by showcasing her bravery and exceptional leadership qualities, while accelerating her team and career positively.
Joining Tesco Ireland’s Marketing Team during a period of organisational change, Hannah entered the business as a young marketer with no prior retail experience — a challenge she embraced rather than avoided. Her instinct was not to wait and observe, but to get stuck in, think outside of the box, and have the confidence to speak up and have impact.
In just 18 months, Hannah has highlighted her ability to turn strategic thinking into action, understand the complexity of a retail business, and champion vital collaboration across the business, all whilst driving cultural change, energising a team with her passion and positivity.
Her impact has been recognised widely across the organisation. Hannah has been voted Marketing Team Member of the Month twice in one year, entrusted to lead major campaigns, and has presented her work at senior stakeholder meetings, showcasing genuine impact beyond her level.
Hannah’s journey is a testament to what emerging talent looks like today: brave, curious and collaborative. Her achievements in such a short time reflect not only her capability, but her character, and the bright future ahead of her.
Category: Gradam Margaíochta le Gaeilge
Frank and Honest Coffee Company
Campaign: Seachtain na Gaeilge le cúpla focail
Frank and Honest Coffee Company identified a key business opportunity during Seachtain na Gaeilge to strengthen its position as a modern Irish brand. While the Irish language remains a strong part of national identity, everyday usage is limited due to low confidence, particularly among younger consumers. At the same time, Irish was experiencing a cultural resurgence across social media and youth audiences, presenting a timely opportunity for the brand.
Campaign Details
The insight was clear: people want to engage with Irish but feel intimidated using it. By making the language feel fun, accessible and part of everyday life, Frank and Honest could encourage participation while deepening emotional connection with its audience.
The campaign encouraged customers to use their cúpla focal when ordering coffee, bringing the idea to life through a fully integrated approach across social, PR, in-store and eCommerce. A co-created mug with Irish business As Gaeilge, fluent influencer partnerships, and nationwide staff participation helped normalise Irish in real, everyday moments.
Campaign Results
The campaign delivered over 1.4 million impressions, 1.3 million OTS, and strong engagement rates, with influencer activity performing entirely organically. Crucially, brand tracking showed a +3% increase in “Is an Irish brand” and +2% uplift in relatability, demonstrating clear movement against key business KPIs.
The work was successful because it combined cultural relevance with authenticity, turning a national moment into a scalable platform that built brand distinctiveness, drove participation, and strengthened long-term affinity.
Category: New Product Development
O'Donnell's
Campaign: Hot Honey Fusion
O’Donnells Hot Honey Fusion redefined snacking by delivering a bold, unforgettable flavour that set it apart from more traditional flavours within premium hand-cooked crisps! By tapping into Irish food culture and creator communities, they sparked authentic discovery and trial, creating a genuine connection with consumers. Pioneering the hot honey trend at the premium tier gave us a distinct competitive edge, blending Irish provenance with innovative flavour.
Campaign Details
A winning strategic partnership with Tipperary producers Rivesci, combined with high-impact experiential activations and PR, turned cultural momentum into measurable sales growth. These insights have shaped our future brand and innovation approach—centred on premium Irish craftsmanship, bold flavour leadership, and insight-driven, high-impact launches.
The strategy ensures that new products remains true to the brand’s roots while delivering immediate commercial success. O’Donnells is not just leading in flavour—it’s setting the standard for authentic, culturally connected snacking that drives measurable growth!
Category: Advertising Campaign Award
Bord Gáis Energy
Campaign: Positive Zenergy
The team at Bord Gáis learned that having the solution isn’t enough — framing the solution in easy-to-understand, human terms is what made this a standout advertising strategy. By meeting friction with humour, clarity and warmth they gave customers the agency and control they sought; defining Bord Gáis Energy’s role in customers’ lives as a true ‘Energy ally.’ That thinking now underpins everything they do — from marketing EV plans and solar, to their GAA sponsorship and our overarching brand platform ‘Know Your Power.’
Campaign Details
In 2025 Ireland’s economy was under pressure; with rising inflation, 7 in 10 households were ‘extremely concerned’ about finances. Life felt increasingly out of control, and households were looking for ways save money. As the fastest-growing household expenditure, energy bills were in pole switching position.
Smart Energy seemed to be the obvious solution; flexible, sustainable electricity plans that reward conscious usage with reduced tariffs. Despite 1.8million smart meter installations, 43% smart meter households didn’t realise they also needed smart tariffs to benefit; leading to just 14% household take-up.
Smart Energy was the solution to a problem that no one had clearly articulated yet; Bord Gáis took this opportunity to demystify smart energy to win market share, positioning Bord Gáis Energy as the simple, flexible, money-saving Smart Energy switch. Rejecting the functional category approach, they developed an emotionally-resonating creative strategy to deliver mental availability with switchers.
Campaign Results
Instead of selling tariffs, Bord Gáis sold household calm – with ‘Zenergy’, translating the benefits of switching to Smart Energy plans in an easy-to-understand way using relatable, comedic vignettes to resolve dramatic everyday tensions. Informed by econometrics, they launched a multi-screen, integrated campaign; shifting spend to high-ROI drivers and focusing investment on PPC/Search for short-term energy volume and AV (TV, YouTube, VOD, Audio) for long-term growth.
They toppled the competition to lead the market; growing Smart Energy share from 11% to 35%, customers by +70%, outperforming the entire category in brand Ad Awareness. ‘Zenergy’ truly exceeded expectations; achieving historic commercial success, growing profit from €2m (2023) to €73m (2025).
Category: Small Business Marketing Award
Wildlands
Campaign: Scaling Profitably Through a Smarter Creative Engine
Creative relevance is what allows a small business to scale profitably. The campaign showed that increasing spend only works when the creative is built around real customer intent, showing people what they can experience, matching the moment they are in, and adapting to seasonality, weather, and local audience behaviour. Better creative made the media budget work harder.
Campaign Details
Wildlands’ winning campaign was built around one simple idea, people do not book activities because they see a facility, they book because they can imagine themselves there.
In 2025, Wildlands needed to grow revenue across activities, cabins, and vouchers while working with a very lean marketing team, one full-time marketer and one part-time support role. The challenge was to increase paid media spend by around 40% without sacrificing efficiency, in a business where demand changes quickly depending on weather, seasonality, school holidays, and weekend behaviour.
The solution was to build a creative and distribution engine that made Wildlands feel more real, relatable, and bookable. Instead of relying too heavily on one format, the campaign used a wider mix of Reels, static ads, carousels, carousel videos, collaboration posts, and paid partnership ads. Creative shifted towards real guests, stronger hooks, clearer calls to action, locally relevant language, and seasonal messaging.
Weather also became part of the marketing strategy. When rain was forecast, indoor activities were prioritised. When the week ahead looked strong, outdoor adventure and cabins were pushed more heavily.
Campaign Results
The results were clear. Total revenue grew by 23.7% year on year, purchases increased by 10.3%, and paid media was scaled while protecting efficiency across Meta and Google.
The campaign showed how smart creative, local relevance, and disciplined optimisation can help a small business punch well above its weight.
Category: Sports Sponsorship Award
Vodafone: Team Of Us
Campaign Overview
Could Vodafone’s long-standing partnership with the IRFU be used as a platform to drive meaningful B2B impact? To answer that question, we developed a 3-pillared strategy to use our sponsorship to unlock brand growth, deeper customer engagement and purpose-led connection with our business audience.
Campaign Details
The first pillar, brand enabler, transformed the partnership into a force for commercial credibility. In a category where trust matters deeply, the association with Irish rugby gave Vodafone a stronger, more distinctive voice in the business market. Using the sponsorship and the players themselves in creative and advertising helped the brand show up not just as a mobile provider, but as a full technology business partner.
The second pillar, customer engagement, activated matchdays far beyond hospitality. Through premium experiences and powerful moments of connection, Vodafone created opportunities to build relationships in ways traditional marketing simply cannot. Matchday was a way to connect with the right decision makers at the right time: opening doors, accelerating conversations, and helping turn warm sentiment into tangible commercial momentum.
The third pillar, SME Champion, gave the B2B strategy its purpose-led heart. Rather than keeping the partnership to itself, Vodafone shared its value with SME customers, giving up pitchside matchday advertising space to their SME customers, so that more Irish business can benefit from the success and reach of Irish Rugby.
Together, these three pillars showed how a sponsorship, when integrated into the heart of marketing planning, can become a critical engine of business growth.
Category: Marketing Innovation Award
BWG Foods: Scaling Local - Marketing Innovation with SocioLocal
Campaign Overview
This Marketing Innovation tackled a complex and highly relevant challenge for multi-location retail brands, how to deliver consistent, high-quality social media at scale while preserving local authenticity. Across BWG Foods estate of independent SPAR, EUROSPAR and Londis retailers, social media execution was fragmented, with many stores posting infrequently or inconsistently, weakening brand impact at a local level.
Rather than defaulting to more social media training or tighter brand policing, the BWG Marketing team reframed the problem as one of process design and capability enablement. In partnership with SocioLocal, a Dublin based company, they implemented a centralised platform that combined automated, brand led content distribution with retailer local level customisation. This approach balanced control and flexibility, allowing national campaigns to land consistently while maintaining local relevance.
Campaign Details
What is particularly strong from a marketing effectiveness perspective is the focus on simplification as the core innovation. By removing friction and reducing workload, adoption scaled rapidly and behaviour shifted. The model demonstrated that enabling participation is often more impactful than mandating compliance.
Critically, the campaign moved beyond engagement metrics to prove commercial impact. A controlled sales study showed clear uplifts from both organic and paid social activity at store level, providing robust evidence of social media’s role in driving revenue.
For marketers, this is a strong example of operational innovation delivering measurable business results, combining data, technology and behavioural insight to unlock growth at scale.
