The winners of The PRmoment Awards North 2026

Over 16,000 sample packs requested. 80%+ of plumbers said they 'will' or are 'very likely' to purchase. Content reach and engagement exceeded benchmarks across all platforms.

Those were the standout results of the launch of Wavin’s most important innovation in a decade.

For years plumbers have loved Wavin’s Hep2O range, but many were crying out for something new. Enter Hep2O Keyless.

We created a bold, trade-first marketing strategy engaging plumbing influencers to co-create a series of entertaining, peer-led videos and social content. We backed this with a focused CTA: to request a sample pack. And it worked.

The judges said: “It's clear the campaign had a really clear and strong strategy from the beginning, one that truly understood its audience.”

Specsavers set out to rebuild relevance among younger audiences who no longer connected with its iconic Should’ve Gone to Specsavers platform.

While the strapline remained nationally famous, Gen Z hadn’t grown up with its TV‑led storytelling. To boost consideration among 18–34s while still resonating with 35+, Tangerine rooted the strategy in football culture - a shared passion with an organic link to SGTS.

Positioning Specsavers as a champion of grassroots football, the campaign followed Tunley Athletic, the “Best Worst Team,” in a six‑part documentary featuring top sporting talent, supported across a range of social channels, and achieving phenomenal results.

The judges said: “A great creative campaign, brilliantly executed and well-targeted with smart insights, enabling the brand to reach younger audiences. Love the combination of old and new!”

The Wonder Wall is a one-of-a-kind artwork with a unique hook that positioned St David’s Cardiff as the centre of the Oasis Live ’25 tour launch, tapping into the national news agenda with great visual appeal. It not only generated overwhelmingly positive feedback from the public, media, and retail industry experts, it achieved the approval of Oasis themselves. Exceeding all its objectives on a modest budget, the timing, creativity, news value, and guest experience of The Wonder Wall created a global spectacle.

The judges said: “Incredible results, and I love the addition of the creative hook contingency!”

Greene King Pubs faced the classic challenge of unpredictable British spring weather, a key barrier to driving footfall. With pub-goers hesitant to brave the elements, Grayling was tasked to turn this frustration into an opportunity, in a bid to boost footfall, elevate its ‘When It Rains, We Pour’ promotion, which gave free pints to the nation at the first sign of April showers, and cement Greene King’s role in British culture. By tapping into national pride in pubs, we positioned Greene King as a celebrator of British quirks, rewarding resilience with moments of togetherness: come rain or shine.

The judges said: “A strong, simple idea that delivered proper ROI and no doubt drove people in to redeem those free pints."

Smoking Gun's campaign helped Philips to storm a new category with its new OneUp eMop. It demonstrated the power of influencer marketing to drive visibility, memorability and likeability, and used wider PR tactics to only strengthen this approach.

Content was disruptive, humorous and relatable - it made floor cleaning interesting and entertaining. Motivating purchase was central to all activity, and the business impact on market share and sales was undeniable.

The judges said: “A hardworking influencer campaign with great results. Great to see evidence of impact beyond outputs.”

Our campaign for Philips airfryer turned around the fate of a brand struggling to reassert its market dominance. Through our strategic, creative and integrated comms approach, we transformed brand perceptions and supercharged desire to purchase - reinstating Philips as the original innovator and growing market share by 233% YOY.

The judges said: “Love the insight-led approach and resulting creative platform. Solid implementation and excellent results. A great entry!”

This campaign demonstrates strategic foresight, creative ambition, and global execution. Built around a highly considered, authentic talent partnership, it embodied Glenmorangie’s liquid, place, and people pillars. Launch day secured coverage in top-tier media around the world, including GQ Jing Daily, Hypebeast, Esquire, and Wallpaper, supported by a national PA Media syndication. Post-launch, story-driven features, celebrity endorsements, and experiential activations extended reach. The campaign ultimately delivered 2,250 pieces of high-quality global coverage, generating unprecedented engagement, reinforcing Glenmorangie’s cultural relevance, and setting a new benchmark for premium spirits storytelling worldwide.

The judges said: “Brilliant link between celebrity and brand which bought the whole campaign to life. Felt natural!”

The UK’s cost‑of‑living crisis has left families struggling to afford essentials, often relying on high‑cost lenders that trap them in debt and food insecurity. As a national supermarket serving the communities most affected, Iceland Foods recognised both the urgent need and its responsibility to create a fairer, long‑term solution. In response, it pioneered the Food Club, the first ethical lending model in UK retail, developed with Fair for You. Offering small, interest‑free loans for essential groceries, the scheme reduces reliance on food banks and exploitative credit, generating powerful PR that positions Iceland as a leader on food poverty.

The judges said: “The campaign balanced moral and ethical responsibility against commercial opportunity brilliantly. The results speak for themselves.”

A high-impact, community-focused activation at Trinity Leeds to celebrate Leeds United’s promotion into the Premier League - emblazoning a 306sqm LUFC Smiley badge on the centre’s iconic domed roof and a participatory ‘Wall of Support’ on the centre’s link bridge. Delivered under tight timelines and a modest budget, the campaign generated widespread media coverage, sparked hundreds of user-generated posts, and drove a 57.6% increase in footfall. The Smiley badge and link bridge activation scored big with fans, leaving the city beaming with smiles – proving that smart, culturally resonant PR can drive awareness, and meaningful commercial impact.

The judges said: “Great to see a proactive idea that fed into community engagement, highlighting the agency's understanding of the local community. Simple and effective campaign that overcame budget and timing restrictions to generate strong footfall to the centre.”

As rising food prices pushed shoppers towards own-label butter, media-led taste tests were legitimising trade-down by framing Lurpak in the purely functional space. Rather than argue on price, we intervened in the comparison mechanism itself.

The Lurpak Taste Test redefined what a taste test could measure, proving through a scientific experiment that bakers really do ‘make food with love’ - and it could make home bakes taste better than those cooked by professionals.

Reclaiming ‘taste tests’ shifted conversation from price to emotion, increasing emotional affinity towards butter by 32% and driving an 11% increase in Lurpak market share.

The judges said: “A beautifully presented entry, with a strong creative hook at the heart of the campaign. Great to see the results section being lead by business impact over coverage metrics.”

Greene King used the summer of women’s sport to level the playing field for fans. Grayling delivered an integrated campaign to position Greene King sports pubs as inclusive, credible destinations for women’s sport, create a differentiated fan-first viewing experience, drive bookings and footfall, and establish long-term commitment beyond a single tournament. By listening first, genuine fan pain points were identified and addressed. The result went beyond awareness and footfall, delivering tangible cultural change in pubs nationwide, positively impacting communities and exceeding KPIs for positioning, experience, footfall and long-term advocacy. Cheers to that!

The judges said: “This entry stands out for its commitment to listening and learning. Well done!”

Behind the Mask was Sanctuary’s most powerful Disability History Month campaign to date — an emotive, colleague-led exhibition and storytelling programme that explored the hidden experiences of disabled and neurodivergent colleagues who ‘mask’ aspects of themselves at work. Rooted in the organisation’s Inclusion for All strategy, the campaign combined a travelling creative exhibition, digital gallery, leadership advocacy and weekly lived experience stories. It generated exceptional engagement, with more than 27,000 views, 1,229 engagements and 71 shares across internal channels, sparking meaningful dialogue, increasing awareness of hidden disabilities or long-term conditions and strengthening belonging across Sanctuary’s 14,000-strong workforce.

The judges said: “​​A really powerful campaign, stronger because it was colleague-led and very low budget.”

Brazen launched new brand Nanna Tate with Potato Power, a bold event-led campaign that repositioned the potato as 2025’s ultimate superfood. To challenge carb-negative perceptions, we created a research-led national news story and an exclusive potato-powered fitness class hosted by fitness expert Alice Liveing for media and influencers. The event blended health culture with playful creativity, turning the humble spud into a headline-grabbing hero. Influencer partnerships extended the conversation online with recipe content and social storytelling. The campaign delivered 80 media hits, 50M reach, a 75% increase in social following, and a 10% sales uplift.

The judges said: “This campaign is a masterclass in creative PR, brilliantly subverting food trends to transform a humble commodity into a cultural phenomenon.”

Launched in 2024, UK Debt Expert (UKDE) faced the challenge of establishing authority in a highly competitive, FCA-regulated sector dominated by long-standing brands. Tank developed a data-driven PR strategy to increase brand awareness through culturally relevant storytelling, such as the "Confusion Tax" campaign, which exposed the huge annual cost of navigating complex childcare systems.

The campaign drove more than 600 media mentions across national, regional and trade media and this strategic approach successfully transformed UKDE from a newcomer into a trusted national voice for financial clarity.

The judges said: “A well executed campaign for a topic that can be difficult to tackle resulting in some great coverage and high levels of engagement.”

As rising food prices pushed shoppers towards own-label butter, media-led taste tests were legitimising trade-down by framing Lurpak in the purely functional space. Rather than argue on price, we intervened in the comparison mechanism itself.

The Lurpak Taste Test redefined what a taste test could measure, proving through a scientific experiment that bakers really do ‘make food with love’ - and it could make home bakes taste better than those cooked by professionals.

Reclaiming ‘taste tests’ shifted conversation from price to emotion, increasing emotional affinity towards butter by 32% and driving an 11% increase in Lurpak market share.

The judges said: “Really clever use of PR that goes beyond the traditional and seeks to make an emotional connection to a commoditised product.”

The Wonder Wall is a one-of-a-kind artwork with a unique hook that positioned St David’s Cardiff as the centre of the Oasis Live ’25 tour launch, tapping into the national news agenda with great visual appeal. It not only generated overwhelmingly positive feedback from the public, media, and retail industry experts, it achieved the approval of Oasis themselves. Exceeding all its objectives on a modest budget, the timing, creativity, news value, and guest experience of The Wonder Wall created a global spectacle.

The judges said: “Amazing campaign tapping into a key cultural moment, creative ideas, local links and massively outperforming expectations.”

Brazen repositioned Sudocrem® beyond baby care with Uncovered, a healthcare-led campaign grounded in lived experience and credible research. Built on a 2K person national study, we created an ongoing platform of real stories, unretouched photography, film, media engagement and live discussion, placing skin confidence, mental well-being, and identity at the centre of the conversation. By enabling people and clinicians to lead the dialogue, Sudocrem® earned trust in a regulated category while entering mainstream health and lifestyle media. The campaign delivered 197 hits, 248M reach and sustained coverage, shifting perception from nappy rash cream to credible, everyday skin health ally.

The judges said: “Such a powerful campaign. Grounded in great insight. Thoughtfully delivered.”

To raise £1 million from a "content void" in the middle of the Pacific, Story Shop built a PR-led ecosystem that turned a rowing boat into a global broadcaster. We used high-volume media relations (2,400+ hits) to drive traffic to our social channels, converting passive viewers into an active community with raw, viral "proof" content. With zero ad spend, this organic engine raised more money than "The Hardest Geezer" and secured a book deal and movie talks with Mark Wahlberg. Most importantly, it delivered £1.02 million in funding, securing clean water for life for 40,000 people.

The judges said: “Loved the energy behind this entire campaign, you can feel your enthusiasm and the results speak for themselves. A truly integrated campaign.”

Hendrix Rose PR reignited national media attention for Chapter 2 Dating, the UK’s first dating platform for widows and widowers, on a modest budget. The agency reframed dating after loss through a culturally relevant hook tied to Bridget Jones: Mad About the Boy, combining owned community insight with founder-led storytelling. By placing lived experience at the heart of the narrative, Hendrix Rose PR normalised a previously overlooked subject and sparked a sustained national conversation. The campaign delivered record subscriber growth for the brand and established Chapter 2 as the leading voice on dating after loss.

The judges said: “Campaign objectives and insight driven strategy were bang on!”

Rowing the Pacific is a media "black hole"—visually repetitive and thousands of miles from land. To combat this, Story Shop rejected the press release model, operating a 24/7 "Live Newsroom." We transformed a 139-day endurance test into a survival thriller, turning logistical crises—like a near-fatal man overboard incident—into global exclusives for the BBC and The Times. With zero ad spend, we secured 2,410 pieces of coverage and 1.96 billion organic impressions. This media engine drove 14,000+ donations, raising £1.02 million to provide clean water for life to 40,000 people in Madagascar.

The judges said: “I'm in awe of this campaign! Every step must have been thought through and planned to make it happen, let alone deliver results. Very impressive and fantastic results.”

In 2025, Adoption Focus faced an escalating adoption crisis. More children were waiting longer than ever for permanent families, yet public understanding of adoption remained clouded by myths, fear and silence. Brandnation was tasked with reframing adoption as a modern, urgent social issue and driving meaningful enquiries in a highly sensitive sector.

Through The Long Wait, we combined ethical AI-led creativity, authoritative broadcast media and high-impact out-of-home activity to visualise the cost of delay without compromising safeguarding. The campaign transformed an invisible issue into a national conversation, delivering exceptional reach, trust and real-world impact for children waiting for families.

The judges said: “Impressive use of AI for good and to create a powerful hook. This entry stands out from the outcome based objectives to the real life-changing results.”

Yasper engineered one of the news moments of the summer, while promoting a charity challenge aiming to raise a whopping £57m in the fight against Motor Neurone Disease (MND).

Supporting a rowing crew circumnavigating the British coastline, Yasper had already engineered >300 pieces of online, broadcast and print coverage, when the unimaginable happened: a sitting MP misidentified the crew as ‘illegal migrants’.

Cue social media storms and online indignation, Yasper seized upon this once-in-a-lifetime opportunity to grasp the news agenda. The resulting coverage spanned a two-day news cycle, putting the eyes of the world on Row4MND and raising thousands.

The judges said: “This campaign demonstrated exceptional agility and creativity, masterfully leveraging newsjacking to turn a challenging charitable endeavour into a compelling, high-impact public narrative."

Faced with dwindling registrations on Scotland’s Organ Donor Register, we set out to spark action and conversation. Grounded in human insight, our campaign anchored donation talks to everyday life, using authentic voices of donor families, recipients, and those waiting for transplants. Through high impact earned media, influencer partnerships, and a stakeholder toolkit, we made the message resonate from rural kitchens to urban cafés. A hero story - baby Zach’s life saving transplant - led national coverage and social engagement, normalising the conversation.

The judges said: “By moving beyond mere awareness to spark meaningful national dialogue, the team achieved remarkable engagement that provided tangible clarity and comfort to thousands of families.”

Jam & Worldwide Global Brands – Appetite for Growth shows how creativity can outmuscle budget. With only an Amazon storefront and minimal spend, Jam transformed WWGB into a socially-led challenger brand by owning feeds instead of shelves. A TikTok Shop–first, creator-driven strategy blended culture, nostalgia and commerce to drive awareness, engagement and sales. The campaign delivered over 2 million reach, sub-£0.007 CPE and a 2.6% conversion rate, while building credible proof of demand. Crucially, it moved WWGB from digital-only to retail-ready, securing major supermarket listings and proving that smart, focused creativity can outperform FMCG giants.

The judges said: “Great knowledge of the platform to turn a creative idea into a retail-driven storefront.”

Specsavers set out to rebuild relevance among younger audiences who no longer connected with its iconic Should’ve Gone to Specsavers platform.

While the strapline remained nationally famous, Gen Z hadn’t grown up with its TV‑led storytelling. To boost consideration among 18–34s while still resonating with 35+, Tangerine rooted the strategy in football culture - a shared passion with an organic link to SGTS.

Positioning Specsavers as a champion of grassroots football, the campaign followed Tunley Athletic, the “Best Worst Team,” in a six‑part documentary featuring top sporting talent, supported across a range of social channels, and achieved phenomenal results.

The judges said: “Loved the idea of flipping worst/best on its head and producing a narrative that kept people engaged.”

The Wonder Wall is a one-of-a-kind artwork with a unique hook that positioned St David’s Cardiff as the centre of the Oasis Live ’25 tour launch, tapping into the national news agenda with great visual appeal. It not only generated overwhelmingly positive feedback from the public, media, and retail industry experts, it achieved the approval of Oasis themselves. Exceeding all its objectives on a modest budget, the timing, creativity, news value, and guest experience of The Wonder Wall created a global spectacle.

The judges said: “Brilliant visual with some smart thinking to maximise the impact of the idea.”

Aldi UK partnered with the PANDAS Foundation to tackle the often-silent issue of perinatal mental health. In a UK supermarket first, the campaign embedded mental health signposting directly onto Mamia baby wipes, bringing credible support into over a million homes during everyday parenting moments. Backed by clinical expertise and lived-experience storytelling, the initiative was designed to normalise conversations around parental mental health and delivered real-world impact. It drove national awareness, record engagement with PANDAS’ support services, and strengthened Aldi’s reputation as a purpose-led retailer supporting families when they need it most.

The judges said: “This is a really great example of purpose embedded directly into product design. The measurable uplift in PANDAS service usage is something you should be really proud of.”

PR Agency One and Neighbourly delivered #TheExtraHour as a technology-for-good campaign that showed how digital platforms can drive meaningful social impact at scale. Neighbourly’s technology was positioned not as a passive tool, but as the infrastructure that enables businesses and communities to turn intent into action. By anchoring the campaign to the clock change, we created a simple, nationally relevant moment that demonstrated how technology can mobilise people, data and organisations for good. Supported by original research, senior thought leadership and national and broadcast media coverage, the campaign illustrated how purpose-led technology can deliver measurable outcomes, build trust with enterprise

The judges said: “By setting a national agenda and delivering at broadcast scale, the campaign expertly positions Neighbourly as an essential leader in the ESG space, demonstrating exactly how technology can effectively bridge the gap between intent and real-world impact.”

Danni Griffin is a PR & Influencer Account Director at Umpf, leading major retail and leisure accounts including Landsec’s national portfolio. Progressing rapidly through the agency via a non-traditional route into PR, Danni now manages six-figure budgets and leads influencer strategy across the business. Over the past year, she spearheaded a £475k national influencer programme delivering record-breaking results, led high-profile PR campaigns generating national coverage, and played a key role in shaping Umpf’s social value and culture. Resilient, commercially astute and creatively driven, Danni represents the next generation of PR leadership.

The judges said: “An inspiration to not only tackle health challenges, but to ensure others in similar positions are heard and supported through policy-change.”

This year, we exceeded our commercial, operational, and cultural objectives while maintaining 100% staff retention and 100% client retention, a rare achievement at any scale. We've done this by delivering B2B work that genuinely drives our clients’ organisations forward and creating a supportive, rewarding and inclusive culture where our people thrive.

2025 marked our third consecutive year of exceptional growth, which continues into 2026, and we are incredibly proud of the business we’ve built, the environment we’ve created, and the consistently positive reputation we hold among clients and industry peers.

The judges said: “Some really great case studies of recent campaign work, which show strong creative capability within B2B sectors - which isn't easy to achieve.”

Over the past 12 months, The Jargon Group has focused on building a resilient, specialist PR agency rather than chasing short‑term growth. A sharpened focus on sectors including retail, cybersecurity and aviation has strengthened expertise and attracted clients seeking specialist support. Client satisfaction remained consistently high, with an average score of 8.86/10 and a 100% recommendation rate. A people‑first culture underpinned progress, with strong retention, significant internal promotion and transparent career pathways. This strategic, values‑driven approach has created a stable, future‑ready agency well positioned for sustainable growth into 2026.

The judges said: “The internal progression data stands out and your internship programme has real staying power. You have a talent pipeline every agency aspires to build.”

Sanctuary’s in-house Communications team shows how a strategically-led, purpose-driven function delivers outstanding results at scale. Supporting a £1bn not-for-profit with 14,000 colleagues and over 250,000 customers, the team transformed engagement with hard-to-reach frontline audiences and improved customer understanding through accessible plain English and multilingual communications. Working within tight budgets and resources, the team protected reputation by reducing negative media enquiries by 29%, achieved sector-leading LinkedIn engagement, increased website engagement by 22%, and embedded WCAG-compliant accessibility. This is a high-performing, innovative team delivering tangible impact, creativity and social value.

The judges said: “The glowing employee testimonials paint a powerful picture of an organisation that truly prioritises its culture, values, and people.”

Tangerine is a fiercely independent, female-led and employee-owned PR and social agency built on a simple ethos. Born in PR, raised in social and digitally native at our core, we unite earned storytelling with paid effectiveness to build Superbrands and deliver measurable commercial outcomes.

In one of the toughest market climates in a decade, Tangerine delivered record-breaking commercial performance - proving not just resilience, but industry‑leading excellence.

We delivered innovative and award-winning work for our clients whilst continuing our commitment to our people and equitable pathways into the industry, having created more than 700 jobs for young people.

The judges said: “Strong data-driven results, really impressive in the current market.”

Smoking Gun is the antidote to vanity metrics, proving that global-standard PR doesn't need a London postcode. In 2025, we achieved record turnover and 91% client retention by bridging the gap between high-level storytelling and rigorous, data-led measurement via our proprietary 6i process. From moving Philips’ market share by 233% to being featured as a global best-practice textbook example, we’ve redefined "Northern effectiveness". By pioneering the UK’s first industry-taught PR apprenticeship and creating the 'Chief Storyteller' role, we deliver business impact that punches well above its weight.

The judges said: “Smoking Gun’s entry is a standout demonstration of strategic excellence, combining rapid commercial growth and elite client retention with an industry-leading, award-winning approach to evaluation.”

In 2025, Honest Communications focused on consolidation, resilience and sustainable success during a planned leadership transition. With the Managing Director on maternity leave, a newly formed Senior Leadership Team collectively led the agency, maintaining momentum, culture and commercial performance. We delivered standout, high-impact campaigns for David Austin Roses, Maxicrop, elho and Hillier Garden Centres, achieving national broadcast exposure, sell-out product launches, award wins and measurable growth across B2B, B2C and influencer activity. Through strategic planning, smart resourcing and deep sector expertise, we increased utilisation, reduced inefficiencies and remained profitable, proving that a small, values-led agency can thrive through change.

The judges said: “The team’s ability to maintain profitability and performance during leadership maternity leave reflects strong internal culture and operational resilience.”

We’re on a mission to be the defining employee-owned agency of its time. Our team of employee-owners are committed to delivering brand-defining work for responsible companies, from Coca-Cola and Molson Coors, to Aldi and Lloyds Banking Group. We launched our first Employee Owners’ Board, made up of colleagues from every level, specialism and location at Citypress, to provide our people with even more direct control over the way our agency is run. This year, our people committed more than ever to our purpose.

Started PR was founded in July 2024 to serve the unique and complex needs of the global financial and fintech markets. If we can't understand fintech, we can't use it. And the world needed more fintech realities, not jargon.

We believed ambitious companies needed something different, which was more than just media coverage. We provided strategic narrative leadership, insight-driven storytelling and communications that directly support growth. Since inception, we have supported over 40 fintechs on their growth journeys through high-quality PR strategies.

The judges said: “The development of proprietary research platforms and advisory boards shows maturity beyond typical startup agencies.”