BMF Australia has won the Retail Grand Effie for ALDI Australia’s ‘Shop ALDI First.
The Global Best of the Best Effie Awards competition is open to Gold and Grand Effie winners from national and regional Effie Awards programs around the world. This year’s competition brought together a dynamic mix of global brands and emerging challengers, all benchmarked against the highest standards of marketing effectiveness.
Following the first round of judging, 47 Global Grand Contenders emerged, representing a broad cross-section of markets, industries, and business challenges. From this group, 11 Global Grand winners were selected, spanning 7 markets and 11 unique categories. The ultimate Iridium Effie winner was then determined by the Iridium Jury, a distinguished group of senior marketing leaders, who evaluated the Global Grand winners to identify the single most effective campaign worldwide.
The 2025 Global Grand Effie winners (by category) are:
Commerce and Shopper Marketing: OREO / Mondelez International Inc (United States) and VML, “OREO Codes”
Experiential Marketing (Brand Experience): Flamin’ Hot / PepsiCo and ISLA’s “Poker Face,” with Primo Content
Finance: ESAF Small Savings Bank and McCann WorldGroup India’s “Saving her Savings”
Non-Profit: Laut gegen Nazis e.V. and Jung von Matt AG’s “Rights Against the Right,” with Redgert Comms GmbH and 02100 Digital GmbH
Positive Change – Diversity, Equity and Inclusion: Piramal Finance and The Womb’s “NEEYAT: India’s Real Credit Score”
Positive Change – Social Good – Brands: KPN and Dentsu Creative Amsterdam’s “A Piece of Me,” with Wefilm, Amp. Amsterdam // The So, Het PR Bureau and Mindshare Netherlands
Retail: ALDI Australia and BMF Australia’s “Shop ALDI First”
Sustained Success – Products: eos Products and Mischief @ No Fixed Address’ “Women’s Shave”
Sustained Success – Services: ANZ Bank New Zealand and TBWA’s “From Dreaming Big to Knowing HOW”
Timely Opportunity: Tubi and Mischief @ No Fixed Address’ “Tubi Takes Viewers Down a Super Bowl Rabbit Hole,” with VaynerMedia
Topical/Annual Events: DoorDash, Superette and GUT’s “Self-love Bouquet,” with Craig Cutler Studios, Unicorns and Unicorns and MadBoxMade