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TFG and VML triumph at the Smarties 2025 Awards

The MMA Smarties Awards South Africa has announced the winners for 2025 with The Foschini Retail group (TFG) being named brand of the year and VML agency of the year.
The awards were held on Thursday. Source: Supplied.
The awards were held on Thursday. Source: Supplied.

Proud chapter

This year marked a proud chapter in the Smarties journey because it has been recognised by both Warc and RECMA. The categories placed greater emphasis on the creative use of AI and Data in marketing campaigns. The winners stood out not only for their strategic ingenuity but also for how effectively they harnessed technology to deliver meaningful, results-driven brand experiences.

“Smarties South Africa entries this year were a masterclass in blending creativity, innovation, and technology. Judging was incredibly difficult — every case brought bold thinking and real impact. MMA South Africa is home to one of the most passionate, fearless marketing communities in the world,” says Melis Ertem, MMA MEA CEO.

Top honours were awarded to those who led with vision and executed with precision:

  • Brand of the Year: TFG
  • Agency of the Year: VML
  • Best in Show: Pick n Pay asap! Find the Bunny! Get the Money!

Strategic thinking

Each of these campaigns stood out for their blend of strategic thinking, cultural resonance, and business impact — reflecting the dynamism and creativity of South African consumers and the marketers who connect with them.The 2025 judging panel brought together top talent from across the continent — senior marketers and digital leaders from TikTok, Standard Bank, MTN, Nestlé, Absa, Takealot, and Unilever. The jury was led by the 2025 jury chairs, Luisa Mazinter, chief growth officer at Mesh.trade & MMA SA chair Emeritus, Khensani Nobanda (CM(SA)), group executive: Marketing & Corporate Affairs.

“The calibre of entries this year was nothing short of exceptional. What stood out across the board was how brands are embracing data and technology not just as enablers, but as core storytelling tools. "We saw campaigns that moved beyond surface-level creativity — they were smart, purposeful, and designed for real-world impact. Judging the Smarties reaffirmed just how bold and world-class South African marketing has become," says Carl Jordan, head of sales, sub-Saharan Africa – TikTok.

Impact Media
Omnichannel Marketing
AwardLead AgencyAdvertiser/BrandEntry Name
SILVERGorillaPick n Pay Smart ShopperPick n Pay Smart Shopper Price Palooza
SILVERiProspect SA - DentsuSouth African BreweriesBattle of the billboards
GOLDGorillaPick n Pay asap!Pick n Pay asap! Find the Bunny! Get the Money!
GOLDThe MediaShopL'Oréal South AfricaA Sky High Journey Through South African Skies
BRONZE99c AdvertisingCheckers South AfricaCheckers’ Little Shop Goes Xtra
BRONZEFuturetech & UMOld MutualOld Mutual Two-Pot Retirement Digital Enablement
Cross Digital Media Marketing
GOLDGorillaPick n Pay asap!Pick n Pay asap! Find the Bunny! Get the Money!
SILVERMachine_Unilever101 Ways Campaign
BRONZEVMLStandard BankFraud is no Fairytale
BRONZEStandard Bank-South AfricaStandard Bank- South AfricaSchool of Scam- #BeatTheScam
Gaming Gamification & E-Sports
SILVERHailrClicks GroupClicks ClubCard Festive Gamification Campaign
BRONZEOliver MarketingUnileverLifebuoy Global Handwashing Day
Social Media Marketing
GOLDVMLMondelezNASA Won’t Confirm It But TikTok Will: Lunch Bar’
SILVEROgilvy South AfricaPepPep Dry and Detect Towerls
BRONZEGorillaPick n Pay Smart ShopperPick n Pay Smart Shopper Price Palooza
GOLDMullenLowe South AfricaUnileverRaising the bar for Sunlight Green Bar
SILVERGorillaPick n Pay asap!Pick n Pay asap! Find the Bunny! Get the Money!
Creator / Influencer / Celebrity Marketing
GOLDVMLMondelezHow a UFO Cover-Up Sold Millions of Lunch Bars
BRONZEDStv SADStv SAkykNET Hier (DStv)
SILVERGorillaPick n Pay Smart ShopperPick n Pay Smart Shopper Price Palooza
SILVERMullenLowe South AfricaUnileverRaising the bar for Sunlight Green Bar
BRONZEOliver Marketing South AfricaUnilever South AfricaDove Men+Care Conversations
BRONZEHellosquareTiger BrandsTinkies Holiday Spice
SILVERUntil Until Agency & EventsAbsa Bank LimitedI Grew It: Finance 101
BRONZEOnPoint PR & Lifestyle ManagementAbsa Bank LimitedYour Story Matters Brand Campaign
Experience Tech
Programmatic
SILVERCarbon1 & PublicisToyotaSustainable Programmatic Power
SILVERBroadbrandBroadbrandExceeding Expectations With Jungle Oats
BRONZE365 DigitalVodacomVodapay Summer Hydra achieves 708% ROAS
BRONZEEskimiEskimi and OMD South AfricaMcDonald’s Festive Make Happy Happen campaign
GOLDRookdigitalAudiAUDI AFTERSALES SERVICE CAMPAIGN '24
Data Insights / Contextual Marketing
GOLDTFGTFG - The Foschini Retail GroupTFG Precision Marketing
SILVERRainmaker MediaShopriteCheckers LiquorShop Purchase Intent Audience
SILVERRainmaker MediaStandard BankData Clean Room
WEB 3.0 Technologies Marketing
BRONZESimunye MediaPepsiCo Inc.Simba ROARRRS: Immersive VR at Joburg Day
Ecommerce
Customer (CX) / User Experience (UX) & Design
BRONZEM&C Saatchi AbelStandard Bank South AfricaSpotify Track Your Racks
BRONZEStandard BankStandard BankFraud is no Fairytale
O2O / New Retail / Innovative & New Tech Sales Channels
SILVERRainmaker MediaShopriteCheckers LiquorShop Purchase Intent Audience
AI Marketing
Innovative Use of AI in Advertising
SILVERVML South AfricaUnileverReal Beauty Generation
BRONZEBroadbrandBroadbrandExceeding Expectations With Jungle Oats
AI-Powered Audience Engagement
GOLDTFGTFG - The Foschini Retail GroupTFG Precision Marketing
BRONZEOliver MarketingUnileverLifebuoy Global Handwashing Day
AI-Driven Creative Excellence
GOLDM&C Saatchi AbelStandard BankStandard Bank AI-Powered Music Ads
BRONZEBroadbrandBroadbrandExceeding Expectations With Jungle Oats
Creative
Personalization
GOLDTFGTFG - The Foschini Retail GroupTFG Precision Marketing
Short or Long Form Video
GOLD99c AdvertisingCheckers South AfricaCheckers Delivering Something Xtra This Christmas
BRONZEGorillaPick n Pay asap!Pick n Pay asap! Find the Bunny! Get the Money!
SILVERJoe PublicNedbankNedbank Youth Honours Board
Purpose Driven Marketing
Social Impact Marketing
GOLDOgilvy South AfricaPepPep Dry and Detect Towerls
SILVEROgilvyVodacom FoundationWhen you see it
BRONZEDStvDStvDStv presents 'What's Next?'
SILVERUntil Until Agency & EventsAbsa Bank LimitedI Grew It: Finance 101
Brand Purpose / Activism
GOLDVML South AfricaUnileverReal Beauty Generation
SILVEROgilvy South AfricaPepPep Dry and Detect Towerls
BRONZEStandard BankStandard BankFraud is no Fairytale
BRONZEAvatarAbsaAbsa Run Your City
BRONZERainmaker MediaUnileverDove - Buy Dove Give Love
SILVEROliver Marketing South AfricaUnilever South AfricaDove Men+Care Conversations
Diversity  &  Inclusion
GOLDVML South AfricaUnileverReal Beauty Generation
BRONZENaked Brain CommunicationsUnileverOmo Qina Ndoda Campaign
SILVEROliver MarketingUnileverExpress Yourself in 100 Colours
GOLDLumico (Pty) LtdEstee Lauder South AfricaFoundation for the Nation
Marketing Impact
Brand Experience
GOLDVMLMondelezLunch Bar UFOs & The Biggest Chocolate Cover-Up
SILVER99c AdvertisingCheckers South AfricaCheckers Delivering Something Xtra This Christmas
BRONZE99cShoprite Group of CompaniesCheckers: Play Better Together
BRONZEOfflimit CommunicationsCoca-Cola South AfricaCoke Studio
GOLDFreshive Digital AgencyBenny South AfricaBenny South Africa
Customer Journey Marketing - Lead Generation / CRM
GOLDTFGTFG - The Foschini Retail GroupTFG Precision Marketing
BRONZEHonest Marketing & Dentsu RedstarHeineken BeveragesHeineken Silver 2.0
SILVERVMLNando'sPush Notification Strategy
BRONZEBlue RobotTakealot Online (Pty) LtdTakealot The Ultimate Checkout
SILVEROfflimit CommunicationsSleep GroupPower up with Restonic
Product and / or Service Launch
SILVERRainmaker MediaShopriteCheckers Sixty60 DotCom Launch
GOLDHellosquareBevCoReboost Watermelon Splash
SILVERMindshareKFCKFC Braam Play
Instant Impact / Promotion
GOLDiProspect SA - DentsuSouth African BreweriesBattle of the billboards
GOLDGorillaPick n Pay asap!Pick n Pay asap! Find the Bunny! Get the Money!
GOLDGorillaPick n Pay Smart ShopperPick n Pay Smart Shopper Price Palooza
SILVERRainmaker MediaBeiersdorfNivea Sales Driver - Sixty60 In App Credit
Real Time Marketing
GOLDNedbankNedbankBank Your Time
SILVERAvatar Agency / FutureTechIsuzuIsuzu X-Ryder 1.9: Real-Time Marketing Success
BRONZEVicinity MediaLaysGame-on technology unlocks high-impact omnichannel
Small Budget Big Impact
GOLDSauce AdvertisingReach for a DreamStep Into My Slippers
GOLDRainmaker MediaShopriteCheckers LiquorShop Purchase Intent Audience
BRONZEBlue RobotSuperSportSuperSport SA20 Quiz Challenge
SILVER365 DigitalHimalaya WellnessHimalaya's TikTok Triumph Boostings Sales by 116%

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