The awards, which have been running for over 29 years, recognise ‘best-in-class experiential, brand activation and promotional marketing campaigns in Ireland.’
Mace has been nominated in two categories – Best in Retail and Best Use of Talent – for its highly successful ‘Right Options’ campaign.
The campaign saw Mace join forces with brand ambassador Johnny Sexton to promote healthy eating and exercise among customers, as well as encouraging them to choose the right options when shopping in their local Mace store.
As part of the campaign – and in a departure from the norm – Mace launched an engaging series of videos featuring Irish rugby captain Sexton, called ‘A Walk with Johnny’, which was accompanied by an in-store and social-media campaign that included prizes of home gym equipment.
Read More: Johnny Sexton Talks New Mace Role And Rugby
Commenting on the award nomination, Caitriona Cousins, marketing manager and head of shopper insights, Mace, said, “This latest campaign was a huge success for our brand – and, indeed, our retailers across the country – so we’re delighted to see it recognised as being amongst the best examples of brand activation over the last year.”
The four-part series, which was released over the course of February and March, saw Sexton chatting to another elite athlete at the top of her game – Meath Ladies’ Gaelic Footballer Vikki Wall – about their approach to goal-setting, staying active, and healthy eating.
“We’re very fortunate to have who we regard as the most popular brand ambassador in the country, with Johnny Sexton, and it’s been a privilege to work together in promoting healthier lifestyles to consumers, as it’s a space where we feel we can make a genuinely positive difference,” added Cousins.
The winners will be announced at this year’s Star Awards ceremony, which will take place on 26 April in Dublin.