Marks & Spencer’s Shwopping campaign, which encourages shoppers to bring old items of clothing into store and donates them to Oxfam for resale or recycling, has won the Marketing Excellence Award in the FMCG/retail category from The Chartered Institute of Marketing (CIM),
The awards recognise achievements from across the marketing industry, celebrating exceptional campaigns that stood out from the crowd in 2012 and setting a benchmark for marketers in 2013.
The Shwopping campaign was created by advertising agency, RKCR/Y&R, and chosen from a shortlist of eight entries, beating off competition from brands including Subway, Doritos and Ecover.
The campaign which, according to M&S goes beyond a marketing initiative and is an industry step change, encourages shoppers to bring an old item of clothing into their M&S store for depositing in a Shwop Dropbox. All donated clothing is given to Oxfam who either resell it in their stores, forward on to the Third World or recycle the fibres to make new material. Money raised from the initiative goes towards helping people around the world overcome poverty.
The campaign forms part of M&S’ long-term commitment to tackle the growing concern of ethical consumption and change the way people shop, with the ultimate aim of recycling the same amount of clothes that are sold each year by giving the customer responsibility for making a change.
Anne Godfrey, chief executive of CIM, said: “The calibre of entries received this year demonstrates the exceptional talent of marketers working in a huge number of diverse industries from professional services to pharmaceuticals. Whilst many marketers battle with diminishing budgets and resources, these awards are an opportunity to showcase the innovative campaigns that are achieving real success against a backdrop of adversity.
“The shortlisted FMCG/Retail entries were of an incredibly high standard and each and every entrant has demonstrably added value to their organisation.”
The Marketing Team of the Year award was handed to M&C Saatchi, on behalf of Olympic Delivery Authority/TfL, for its ‘Get Ahead of the Games’ campaign, designed to keep London moving during the 2012 Olympics. British Red Cross, in partnership with Force-7 and ChannelFlip, received the chair’s Award for its social marketing ‘Life. Live it.’ campaign, helping to reinvent first-aid for the 21st century, while Debansu Das was named Marketer of the Year for his work as head of marketing at social housing company SitexOrbis.