At the star studded World Food Awards at the Grosvenor House Hotel, The Minimart and Rubicon beat stiff competition to win the prestigious Marketing Campaign of the Year for Rubicon’s Summer of Cricket.
In 2010, Rubicon took the bold step to make Britain more exotic by creating a campaign around what promised to be the sporting focus of the summer- the Twenty20 Cricket World Cup in the West Indies. The fast paced, flamboyant stars and team strips of T20 sat perfectly with the vibrant colour and excitement of the Rubicon range and saw Rubicon’s Summer of Cricket dominate the airwaves alongside the coverage of the tournament itself. As well as airtime on mainstream and ethnic radio and television Rubicon took the sport online and offline into the heart of the community. The campaign was extended to sponsorship of the Friends Provident T20 county championship to continue exposure throughout the Summer.
Adrian Troy, of Rubicon Drinks says of the award: ‘We are delighted to have been selected as the winner in this category. Together with our advertising agency The Minimart, we delivered a campaign which truly captured both the spirit of Rubicon as a brand and the colour and excitement of Twenty20 cricket. The World Food Awards continue to do a great job in raising the profile of the growing ethnic food and drinks industry in the UK. We share their desire to promote authentic, quality and great tasting products’
Ed Chilcott Founding Partner, The Minimart “We were confident that the association between Rubicon and the T20 Cricket World Cup would work strongly across both our multi-cultural audience and alongside the ‘Making Britain More Exotic’ creative strategy, however the results exceeded our expectations. We are delighted to have won this prestigious award.”