CHEP Network wins Global Grand Effie for Sydney Children’s Hospitals Foundation and Hospitals United for Sick Kids’ ‘Mum’s Sause’ campaign
CHEP Network, now unified under Clemenger BBDO, has taken home a Global Grand Effie at the 2024 Global Best of the Best Effie Awards for Sydney Children’s Hospitals Foundation and Hospitals United for Sick Kids’ ‘A New Sause of Revenue for Children in Hospital’ campaign in the Sustained Success, Services category.
The campaign initially launched in 2019 as a national fundraising initiative, which saw eight children’s hospitals unify under one mission – to cure homesickness.
At the time, Australians mostly donated to individual illnesses, not the hospitals that treated them. So, the campaign identified something every kid in hospital suffered from: homesickness.
The initial campaign told the story of Ali, a homesick little girl in hospital who missed her mum’s pasta sauce. A total of 47 brands, news channels, influencers and celebrities took part in the campaign film.
The campaign saw supermarket giant Coles turn “Mum’s Sause” into a reality by launching the pasta sauce across stores, with fifty cents from the sale of every jar going towards a children’s hospital in the state or territory where it was purchased. The funds helped hospitals purchase state-of-the-art equipment and technology, support groundbreaking research, run distraction and entertainment programs for kids in hospital, and enhance hospital wards and rooms.
The 2024 Global Best of the Best Awards was open to Grand and Gold Effie winners from 55+ national and regional Effie Awards programs held throughout 2023, all vying for the highest honor in marketing effectiveness.
In September 2023, CHEP Network clinched the Grand Effie for ‘Mum’s Sause’ at the 10th Annual APAC Effie Awards. At the time, despite no additional investment, the campaign was still generating revenue, four years after its initial launch in 2019. A month later at the 2023 Australian Effie Awards, CHEP Network was named Effective Agency of the Year, scooping one Gold, three Silvers and four Bronze across three clients – Curing Homesickness (which rebranded to Hospitals United for Sick Kids in late 2023), Nutricia and Samsung.
The Global Best of the Best Effie Awards entries featured a dynamic mix of the world’s most iconic brands and bold challengers. The first round of judging narrowed the entrants to 58 Global Grand Contenders, representing 25 diverse markets and 19 industries.
Effie Worldwide announced eos as the winner of the prestigious Iridium Award, for the 2024 Global Best of the Best Effie Awards. The competition awarded the “Evolution of Smooth” brand campaign – brought to life by Mischief @ No Fixed Address – as the single most effective marketing effort in the world.
Of the contenders, 12 winners emerged following a round of grand judging by a distinguished jury of senior marketing leaders. The winners hail from 8 markets and span 12 unique categories, with the highest number of awards going to entries from North America and the LATAM region.
The 2024 Global Grand Effies were awarded to (by category):
Audience: Intuit QuickBooks and Alma DDB’s “Think Ote,” with Access Brand Communications, Collectively, Critical Mass, and Initiative
Brand Content & Entertainment, Products: Mars Wrigley North America / Skittles and DDB Chicago’s “Apologize the Rainbow,” with Mediacom, Weber Shandwick US, The Mars Agency, and Picrow
Brand Content & Entertainment, Services: Fundacsión Casa Ronald McDonald Ecuador and Paradais DDB’s “The Journey,” with La Canguilera Studio, Air Music Agency, and Gran Idea
Consumer Goods & Telecom: Meta / WhatsApp and AlmapBBDO’s “WhatsApp: the Privacy Gesture”
Digital: Kellanova / Cheez-It, Leo Burnett Chicago and Starcom’s “Aged by Audio,” with Pandora Media, Weber Shandwick US, Pilot44 Labs
Government, Institutional & Recruitment: Fire and Emergency New Zealand and Motion Sickness’ “You’re Cooked,” with MBM Wellington and Kantar Public
Marketing Innovation/Business Solutions: WeCapital and DDB Mexico’s “Data Tienda”
Retail: IKEA and McCann Worldgroup Spain’s “Trapped in the 90’s,” with iProspect
Sustained Success, Product: AB InBev / Hertog Jan and The Valley BV’s “How Hertog Jan Became the #1 Beer Brand in the Netherlands,” with Osborne Pike, Hagens, DENTSU CREATIVE, and Publicis Groupe NL
Sustained Success, Services: Sydney Children’s Hospitals Foundation, Hospitals United for Sick Kids, and CHEP Network’s “A New Sause of Revenue for Children in Hospital”
Timely Opportunity: Volkswagen Brazil and Almap BBDO’s “VW 70 Years in Brazil”
Youth: eos Products and Mischief @ No Fixed Address’ “evolution of smooth” brand campaign
The Iridium
To determine the Iridium winner, a special jury was convened, chaired by Andrea Diquez, Global CEO of GUT. The jury agreed that the “Evolution of Smooth” brand campaign stood out among the 12 Global Grands, as the ultimate example of marketing effectiveness, earning the coveted Iridium Award.
“In a world that can be very conservative, it was a pretty bold idea and a pretty bold marketing program to put out there,” said Jury chair Andrea Diquez. “It had an incredible insight. It disrupted a category that had been very, very boring in the past, and the results were spectacular. At that time, it was a very innovative way of talking – a way of putting the brand within the culture and not forcing it – becoming part of the conversations and how young women were behaving. And it was just amazing to see, because a lot of brands followed suit.”
In a category long overdue for disruption, Mischief and eos set out to revolutionize the outdated and overly polite world of women’s shaving. The brand challenged norms by embracing an honest, raw, and refreshingly real approach to body hair, shifting the conversation to meet the needs and attitudes of a new generation. By anchoring itself in truth and tapping into underrepresented narratives, the campaign delivered relevance, resonance, and remarkable results.
“It was one of the most successful brand stretches from a lip balm brand into shaving,” said Tanja Grubner, Global Innovation, Brand & Communication Director for Essity, and Iridium judge. “They had tremendous impact on the business. They enlarged the category, they grew share, they dominated conversations, and they changed how women have been talking and how other brands have been advertising in that space. And we’re applauding them because many, many other brands have followed suit by speaking with consumer language.”
“Winning the Iridium Effie is an extraordinary achievement – it represents the best of the best in marketing effectiveness on a global stage,” said Traci Alford, Global CEO of Effie Worldwide. “Mischief and eos didn’t just challenge category conventions – they sparked cultural relevance, built deep emotional connection, and drove exceptional results. We are proud to honor work that is both brave and brilliantly effective.”
The Global Best of the Best Effie Awards are possible because of the strength of the Effie Awards international partner network – with 58 local and regional teams delivering expertise on the ground across 130 markets – with support this year also coming from TikTok and Ipsos.