ANA REGGIE Awards

CONGRATULATIONS TO ALL 2024 REGGIE WINNING TEAMS

Kellanova’s Pop-Tarts Captures Super REGGIE for “The First Edible Mascot”;

  Unilever and VML  Lead in Total Wins

Los Angeles, CA (May 9, 2025) – The Association of National Advertisers (ANA) tonight announced the winners of the 2025 REGGIE Awards, honoring the most effective brand, media, and activation marketing campaigns of 2024.

Winning submissions provide teams the recognition they deserve and be honored for excellence in brand activation marketing. This preeminent awards program is open to both internal and external agencies, corporate marketing teams, media firms, and marketing solutions providers.

2025 Award Winners Include:

Top Honor: Super REGGIE Winner

The Super REGGIE Award went to “The First Edible Mascot” for Kellanova’s Pop-Tarts created by Weber Shandwick break. To break into a new eating occasion for a brand historically associated with breakfast, Pop-Tarts created the world’s first edible mascot, a human-sized Frosted Strawberry Pop-Tarts pastry, and fed it to the winning team on the field of the Pop-Tarts Bowl, as a snack. While most brands turn their food into a mascot, for the first time a mascot was turned into food—changing the playbook for sports sponsorships in the process.

 Campaign Results Included:

• ·       21MM+ more Pop-Tarts sold in the 8 weeks (in Jan/Feb 2024) following the game.
• ·       Pop-Tarts achieved its highest category share of 2023 during the final week of the year, coinciding with the Pop-Tarts Bowl.
• ·       Pop-Tarts has consistently outperformed in category share throughout Q1 2024, averaging a 6% weekly growth.
   

Major Wins

• Unilever won 8  REGGIE Awards across brands including Hellmann’s, Magnum, and a Walgreens partnership.
• State Farm Insurance won 5 awards, and Toyota Motors achieved 4 wins – 2 for Toyota Motors North America and 2 for Toyota Canada.
• VML led agency wins with 6 trophies for 76, Hellmann’s/Unilever, and Mondelēz International.
• Infinity Marketing Team and Arc Worldwide each earned 5 awards.
• Weber Shandwick secured 4 wins for campaigns with Airbnb and Pop-Tarts.
   

SeeHer REGGIE GEM Award - Recognizing authentic portrayals of women and girls in marketing:

• Gold: Logitech & Passion Point Collective – “Women Who Master & The Human Component”
• Silver: Mondelēz International & Phoenix Creative – “Read with RITZ”
• Bronze: Unilever & Arc Worldwide – “Dove – Untold Beauty Year 3”
   

 Judging Process - The REGGIE Awards followed a rigorous three-round evaluation:

1. Main Round – Judged by 300 agency and client-side leaders
2. Final Round – 150 jurors scored finalists and selected Gold, Silver, and Bronze winners
3. Super REGGIE Jury – A panel of 9 C-suite marketing leaders chose the Best in Show

See full list of winners

ANA Driving Growth for Brand Activation Marketers

ANA’s mission is to drive growth for marketing professionals, for brands and businesses, and for the industry. We focus relentlessly on driving growth by fueling smarter marketing and leading industry change.

The ANA’s Brand Activation practice is thoughtfully crafted to reflect today’s core disciplines of brand activation marketing practices – Commerce, Content, Experiential, Influencer, Promotion and Relationship Marketing. Brand Activation is marketing that both builds a brand’s image and drives a specific consumer action through one or more of six identifiable disciplines. These disciplines help bring a brand to life by connecting and interacting with the consumer on a personal level. ANA’s Brand Activation practice provides proven, practical, forward-leaning member resources you need now to make critical decisions to fuel your business results and grow enduring brands.