SYDNEY, Today: Crave Global, a cultural movement agency, just nabbed a top prize at the Mumbrella Awards.
The agency won Best Campaign With a Small Budget at last night’s awards in Sydney, celebrating excellence in marketing, advertising, media, production, PR, and communications.
This independent New Zealand agency earned the accolade for its bold Pregnancy Paradox campaign in Australia, which launched Pure Mama into the market. Managing Director Daniel Hopkirk called it “unprecedented earned media.”
The Pure Mama campaign aimed to create a movement for mums to share “real and raw conversations” about their pregnancy journeys.
“Strategically the work tested the axiom that pregnancy-related issues were not supported in the mainstream. We tackled this by putting real and complaints soon followed, leading to the campaign being pulled. This only sparked more attention, with 7 News covering the story and giving it national exposure.
“This award showcases the power of having a clear purpose founded on insight and creatively aligning with a cultural movement to gain an unfair share of voice in a category.” – Daniel Hopkirk
Hopkirk said, “It’s fantastic to see the Pregnancy Paradox movement for Pure Mama has been recognised alongside the best in Australia. The team at Crave and Pure Mama worked hard on ensuring we had a single-minded strategy that enabled the brand to punch well above its weight in such a large market.”
He added, “This award showcases the power of having a clear purpose founded on insight and creatively aligning with a cultural movement to gain an unfair share of voice in a category.”
Crave Global Executive Creative Director Hadleigh Averill noted that the award is the result of a collaborative effort between the agency, the client, and the consumer base, all driven by a clear, authentic purpose.
Crave Global was brought on board to help Pure Mama make a significant impact when the brand launched into Mecca, Australia, in 2023. Both teams believe the award win is a testament to their successful influence on the Australian market.
The Mumbrella Awards recognise exceptional teams, individuals, strategies, and campaigns from Australia and New Zealand, with winners selected through a rigorous judging process by industry leaders.
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