Kiwi agency wins big at Aussie awards

Creative agency Crave Global recently took out a top prize at the Mumbrella Awards, which honour excellence in marketing, advertising, media, production, PR, and communications across Australasia.

The agency received the Best Campaign with a Small Budget at the awards ceremony held in Sydney last week, for its Pregnancy Paradox campaign.

It was responsible for launching Kiwi skincare brand Pure Mama into Australia, making a splash with what Crave Global’s Managing Director Daniel Hopkirk describes as “unprecedented earned media”.

The Pure Mama campaign aimed to create a movement to give mums a voice to share their “real and raw conversations” about their pregnancy journeys, he explains.

“Strategically the work tested the axiom that pregnancy-related issues were not supported in the mainstream. We tackled this by putting real and raw personal truths about pregnancy on billboards throughout Melbourne.”

What followed were public complaints. The work got pulled, triggering a domino effect that enraged mamas and mamas-to-be across the country. This resulted in television news media (7 News) picking it up and giving it national attention.

Such attention was beneficial to both Pure Mama and to Crave Global’s Mumbrella award winning chances.

“It’s fantastic to see the Pregnancy Paradox movement for Pure Mama has been recognized alongside the best in Australia. The team at Crave and Pure Mama worked hard on ensuring we had a single-minded strategy that enabled the brand to punch well above its weight in such a large market,” says Hopkirk.

He adds it’s an example of Crave Global striving to create insight-led movement and consumer-centric ideas to connect, cut through and deliver results with maximum impact for clients.

“The award is a fantastic accolade for Pure Mama, which showcases the power of having a clear purpose founded on insight and creatively aligning with a cultural movement to gain an unfair share of voice in a category.”

Crave Global was enlisted to help Pure Mama make an impact when the mama-focused enterprise launched into Mecca, Australia in 2023. The teams at Pure Mama and Crave Global say the award win is further testimony to the fact an impact has been made on the Australian market.

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