Unilever & Vaseline Win Campaign Of The Year At Cartology's Awards

Activia, Aptamil, Mars Petcare, PlayStation, Red Bull and Vaseline have been awarded in Cartology’s 2025 Campaign of the Year Awards.

Retail Media’s most effective campaigns were crowned at the 2025 Cartology Campaign of the Year Awards. Brands gathered at Sydney’s Town Hall to recognise Activia, Aptamil, Mars Petcare, PlayStation, Red Bull and Unilever’s Vaseline for mpactful and effective retail media across Australia.

This year, with 48 submissions from 36 brands, Cartology celebrated brands, showcasing the power of strategic partnerships, spotlighting campaigns built on collaboration, use of proprietary customer insight and strong commercial results across nine categories.

Vaseline was recognised for its omnichannel campaign strategy. With category growth coming from a younger Gen Z customer, this heritage brand aimed to recruit the most sophisticated of skincare customers. The partnership between Unilever, Cartology and Woolworths boosted visibility and educated customers on the product’s benefits, earning praise for its insight-led strategy and bold online and in-store sampling that drove trial. The campaign successfully delivered a 72 per cent increase in Gen Z customers, 78 per cent incremental sales and 5 per cent market share against a 2 per cent target.

“The awards each year go from strength to strength, serving as the benchmark for the most impactful and effective work in Retail Media. These awards recognise the work our brand partners are doing, anchored in strategic partnerships, collaboration, and customer insight to drive commercial growth. By celebrating the success of our clients, we reinforce our unwavering commitment to demonstrating the true effectiveness of Retail Media and together, with our brand partners, we’re setting the standard for effectiveness. A huge congratulations to all of the nominees, finalists and of course, our 2025 winners,” Cartology’s client partnerships and sales director Tony Prentice said.

“This year’s winner is an exemplar of marketing excellence. The winner meticulously translated deep customer insights into a flawlessly integrated, cross channel strategy that had the customer at the core. The connection of insight and innovation connected with their target shoppers at the right time with a bold, consistent and benefit-led narrative,” Woolworths Group’s interim chief marketing officer Michael Laxton said.

“When campaigns are built with the end customer in mind, marketing is successful and this year’s winning campaign is a stand out example of that,” Laxton added.

The 2025 Campaign of the Year Winners are: