IPM COGS AWARDS 2019
GOLD: KINDER ‘WISH IT TO WIN IT’

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IPM COGS Awards 2019

Located in the heartland of London’s creative community, Black Tomato HQ is packed with innovative individuals. Access to this endless in-house talent pool ensures we lead the way in terms of creative ideas and means we are perfectly placed to adapt to ever-increasing client and prizewinner expectations. This imaginative approach to every brief alongside a desire to continually push the envelope has led to unprecedented IPM COGS success over the last few years.

With an illustrious roster of clients, Black Tomato Agency is constantly challenging and being challenged on how to best produce campaigns. With that in mind, we headed to the West End’s opulent Cafe de Paris for the 2019 IPM COGS Awards with four shortlisted nominations and everything crossed in the hope that we could make it five awards in five years. 

At the end of the night, we emerged victorious having scooped top prize for our part in Kinder’s ‘Wish It to Win It’ campaign and Silver for Airbnb’s ‘Night At…The Louvre’ – a true testament to the hard work and tenacity of the team.

Find out more about the winning campaign below…


IPM COGS Award – Gold: Kinder ‘Wish It to Win It’

To celebrate their 50th anniversary, Kinder wanted to launch an on-pack promotion entitled ‘Wish It to Win It’. After making a purchase, consumers would enter their unique code online in order to be entered into a prize draw to make their wish come true.

We were tasked with creating ten unique and inspiring children’s experiences with a range of themes for the UK market. The client wanted to create the impression of a wish that only Kinder could make come true for 20 winners and their families.

This campaign needed to bring children’s vivid imaginations to life through unique (and achievable) experiences. We set about crafting a selection of unique trips that would encapsulate childhood wonder but would also be aspirational and believable to the adult making the purchase.

We had to negotiate social issues such as childhood obesity, a target audience unable to purchase the product themselves and the challenge of distilling every child’s dream into just ten concepts was a formidable task. We encountered a lot of challenges along the way, from doorways too small to fit a dinosaur through to an astronaut cancelling at the last minute to go into space. Each was met with the same stoic desire to deliver the best experience possible.


The Feedback

Prizewinner: “Everything was perfect, the service from you all has been exceptional I honestly feel I could trust you with anything!”

Prizewinner:  “All in all it was a holiday of a lifetime! Thank you for all your efforts and making our Kinder wish come true!”

Ferrero Project Director: “Wow, to say these experiences are perfect would be an understatement!”

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