Cartology New Zealand announces 2025 retail media award winners

Cartology New Zealand has crowned the winners of its 2025 Campaign of the Year Awards.

The awards recognise retail media effectiveness across Australia and New Zealand, celebrating brand partners who use customer insights, clear objective setting, and deep partnership to drive exceptional commercial results.

This year, the awards received over 30 submissions from 24 brands. The winners were presented during a celebration at Morningside’s Glasshouse in Auckland on October 30.

Cartology New Zealand general manager Samantha Osborne, says: “The quality of nominations this year was astounding, but what set the winners apart was the depth of insight and their commitment to deep partnering.

“These winning brands are using insight to identify challenges or opportunities for their brands and categories and engineering strategic media solutions to drive the right results. The collaborative partnerships underpinned by insights that we’ve seen throughout the judging process are the backbone of great retail media.”  

The winners are…

• 2025 Campaign of the Year: Fonterra Do Dairy Right and Do Yoghurt Right 
• Partner of the Year: Fonterra 
• Best use of Customer Insight: McCain Pub Style
• Best use of Creative Canvas: Lion Speight Summer North Island 
• Best Omnichannel Campaign under $ 150k: McCain Pub Style 
• Best Omnichannel Campaign over $ 150k: Nestlé Nescafé Make your World 
• Best NPD Campaign: Colgate Palmolive Total Relaunch 
• Best Digital Strategy: Fonterra Do Dairy Right and Do Yoghurt Right

Fonterra took out the 2025 Cartology Campaign of the Year Award, for its full-funnel strategy, designed to accelerate eCommerce performance across core dairy categories.

The strategy was based on the key insight that shoppers were open to using more dairy in everyday meals but lacked inspiration.

Fonterra responded by aligning data, creative, and media across two phases: “Do Dairy Right” and “Do Yoghurt Right” to nudge customers toward fit-for-purpose purchasing.

This saw a +15% uplift in online sales for the first phase and a +383% uplift in repeat purchase within two to seven days for the second.

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