Iceland takes home the Grand Prix at the CorpComms Awards 2018 Article icon


Iceland Foods emerged as the big winner of the CorpComms Awards 2018, picking up the Grand Prix trophy as well as accolades for its in-house corporate communications team and its corporate responsibility initiative.

The supermarket chain, which recently saw its Christmas advertising campaign get banned by Clearcast for being too political, has hit the headlines throughout the year.

It started in January with the announcement that it would remove plastic from all its own-brand packaging within five years. The #TooCoolforPlastic campaign prompted other retailers to make similar pledges. It later revealed plans to remove palm oil from its own-label products by year end - without affecting the price - which led Selfridges to stock Iceland mince pies. 

The initiatives, which are changing customers’ perceptions of Iceland Foods, were seen as both authentic and ground-breaking by the judges, who were also impressed that just two people work within the communications function.

Brand agency Luminous also picked up three trophies for annual reports on behalf of Britvic, Biffa and Octapharma, which the judges praising its creativity and compelling narratives. 

Britvic also picked up a trophy for Best In-house team - Internal communications, a function that did not exist 18 months ago within the soft drinks company. Today, there are three people and four active employee platforms.

The judges also awarded Her Majesty’s Prison and Probation Service (HMPPS) a trophy for Best In-House team - Internal communications, but adding the term ‘public sector’, after finding it impossible to choose between the two teams. HMPPS also picked up a trophy for its staff awards events, Prison Officer of the Year and Probation Awards, which impressed the judges by asking those in custody and on probation and their families to vote on one category. The Ministry of Justice, of which HMPPS is a part, picked up the Best Internal Communications trophy for a campaign that embedded its values across the department.

The Church of England also brought home two trophies, as well as highly commended certificates for content manager Amaris Cole (young achiever) and #LiveLent (integrated campaign). The Church won the Best Corporate Website category as well as Best Digital Campaign, for its Amazon Alexa skill. 

Agencies Hope&Glory, Cardiff-based Brand Content and MerchantCantos also picked up two trophies. Hope&Glory won Best Media Relations for MewTube, which it created on behalf of Argos to make Black Friday last year, and Best Live Event: External for Light Up Christmas, the world’s first memory activated tree, on behalf of Marie Curie.

Brand Content picked up Best Online Publication and Best Use of Owned-Media for Solved, a content hub it created on behalf of insurance company Ageas, which has enjoyed strong results since its launch earlier this year. It also picked up a highly commended certificate for its work with FairFX.

MerchantCantos won Best Sustainability Report for its work for PepsiCo and Best Online Annual Report for Puma Energy.