We’re thrilled to share some fantastic news: our Wash & Win with the No.1 campaign for Kärcher has taken home the Best Promotional Campaign award at this year’s Independent Agency Awards 2025, hosted by the Alliance of Independent Agencies.
The awards marked a brilliant end to an inspiring day at MAD//Fest London – a sun-soaked day and a high-energy gathering of creative minds, industry leaders and bold ideas. As the temperature rose across the capital, so too did the celebrations, culminating in a win we’re incredibly proud of.
The Power Behind Our ‘Wash & Win’ Campaign
Wash & Win was all about amplifying the satisfaction at the heart of using a Kärcher pressure washer itself. With every purchase delivering an instant reward, and a carefully selected prize pool designed to delight, this campaign set out to move beyond the usual deep discounting tactics and give shoppers something truly worth engaging with.
Behind the scenes, the technical challenge of serving up guaranteed voucher prizes for over a dozen retailers, each tailored to the shopper’s place of purchase, and combining them with exciting instant win moments was no small feat. But it was this seamless blend of precision and surprise that helped create such a compelling and satisfying experience at every stage of the journey.
The results spoke for themselves: a sharp uplift in sales, greater product trade-ups, and a welcome reinvestment back into retail. Most importantly, the judges recognised how closely the campaign idea was tied to the product experience, a hallmark of award winning promotional campaigns.
We’re incredibly proud to have worked with such a brilliant client partner, and hugely grateful to the judges and the Alliance of Independent Agencies for the recognition.
Here’s what the judges had to say about our campaign!
And the recognition didn’t stop there.
Impressive Wins with Celebrations Shopper Campaign
In the Best Shopper Campaign (In-store and Online) category, we were also awarded Highly Commended for our Celebrations: Win with your favourites campaign.
Christmas is a fierce battleground for confectionery brands, and in 2024, Celebrations set out to win hearts – and baskets – at Tesco. We turned a familiar tub of chocolates into something far more exciting.
At the heart of the campaign was a golden ticket mechanic: 500,000 instant win tickets hidden inside select tubs that offered cash prizes from £1 to £10,000. This simple yet powerful idea brought instant joy to shoppers at the shelf, transforming a routine purchase into an engaging moment of surprise.
A Toast To The Industry’s Best
Congratulations to all the other winners and nominees – it was a pleasure to be in such great company at MAD//Fest 2025, and to have our award winning promotional campaigns recognised alongside the industry’s best.
Now… time to dig out the champagne.
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We are Lime, an independent partnership and sales promotion agency based in London.
Our expert team has years of experience in delivering strategic branding and promotional partnerships.
If you’re interested in learning more about our promotional campaigns and the work that we do, please get in touch with a member of our team today at 02073179280.
And for more insights from our experts, check out our blog page, including articles such as ‘Are Streaming Subscriptions a Popular Prize for On-Pack Promotions? and ‘What Prize Promotions Are UK Consumers Craving Now?‘
