NESCAFÉ Azera By Design won three awards at the Marketing Agencies Association (MAA) #DoDifferent Awards.
In partnership with TWELVE agency, NESCAFÉ Azera By Design picked up awards for Long Term Strategy, Talent Development for young designers and Business to Business through Tesco engagement.
The awards recognise organisations who champion innovation and originality, and try something different to deliver success. Now in their 26th year, over 120 senior brand and agency leaders participated in judging the 175 entries.
Long Term Strategy Award
The NESCAFÉ Azera By Design team won the award for Long Term Strategy for delivering above and beyond the original concept for the project.
The initiative was started four years ago as a shopper campaign to deliver growth, but the hard work from the team has created a strong and lasting relationship with Tesco and driven an increase in brand equity scores.
The judges said; “NESCAFÉ Azera had a clear business challenge; find growth in an unloved and over-crowded corner of the instant coffee category. The project created limited edition designs that mean something to the audience and are authentic in storytelling.”
Business to Business Award
Winning the Business to Business award came from the strong relationship the NESCAFÉ team has with Tesco.
Working alongside the University for the Creative Arts, students created an exclusive range of limited edition tins to go into Tesco stores. NESCAFÉ Azera invited the Tesco to be a part of the judging panel who chose the winning designs, helping to cement our strong relationships.
Talent Development Award
The limited edition tins are designed by second year Graphic Design students from the University for the Creative Arts as part of an annual competition. The students are asked to create unique and stand out designs to be sold in stores nationwide. Now part of the UCA curriculum, this project gives students an opportunity to create real work, putting their name and designs out there for brands and companies to see.
Mark Hudson, Course Leader, University for the Creative Arts said; ”Involvement in the NESCAFÉ Azera campaign has been invaluable for students at UCA Epsom.”