ANA Unveils Winners of the 42nd Annual 2025 REGGIE Awards
Kellanova’s Pop-Tarts Captures Super REGGIE for “The First Edible Mascot”; Unilever and VML Lead in Total Wins
LOS ANGELES, CALIF. - May 9, 2025 — The Association of National Advertisers (ANA) today announced the winners of the 2025 REGGIE Awards, honoring the most effective brand, media, and activation marketing campaigns of 2024. The awards span categories such as experiential, digital/social media, influencer, sponsorship, content, shopper marketing, AI integration, and strategic partnerships with budgets ranging from under $500,000 to over $40 million. The awards were presented during the ANA Brand Masters Conference in Los Angeles.
Now in its 42nd year, the REGGIE Awards recognized 88 Gold, Silver, and Bronze winners across 30 categories. Selected by a jury of industry experts, the winning campaigns represent best-in-class marketing that not only builds brand equity but also drives measurable consumer action.
Fun Fact: The name "REGGIE" was originally chosen to reflect results-driven marketing—symbolizing efforts that “make the cash register ring.”
2025 Award Winners Include:
Top Honor: Super REGGIE Winner
The Super REGGIE Award went to “The First Edible Mascot” for Kellanova’s Pop-Tarts created by Weber Shandwick break. To break into a new eating occasion for a brand historically associated with breakfast, Pop-Tarts created the world’s first edible mascot, a human-sized Frosted Strawberry Pop-Tarts pastry, and fed it to the winning team on the field of the Pop-Tarts Bowl, as a snack. While most brands turn their food into a mascot, for the first time a mascot was turned into food—changing the playbook for sports sponsorships in the process.
Campaign Results Included:
- 21MM+ more Pop-Tarts sold in the 8 weeks (in Jan/Feb 2024) following the game.
- Pop-Tarts achieved its highest category share of 2023 during the final week of the year, coinciding with the Pop-Tarts Bowl.
- Pop-Tarts has consistently outperformed in category share throughout Q1 2024, averaging a 6% weekly growth.
Major Wins
- Unilever won 8 REGGIE Awards across brands including Hellmann’s, Magnum, and a Walgreens partnership.
- State Farm Insurance won 5 awards, and Toyota Motors achieved 4 wins – 2 for Toyota Motors North America and 2 for Toyota Canada.
- VML led agency wins with 6 trophies for 76, Hellmann’s/Unilever, and Mondelēz International.
- Infinity Marketing Team and Arc Worldwide each earned 5 awards.
- Weber Shandwick secured 4 wins for campaigns with Airbnb and Pop-Tarts.
SeeHer REGGIE GEM Award
Recognizing authentic portrayals of women and girls in marketing:
- Gold: Logitech & Passion Point Collective: “Women Who Master & The Human Component”
- Silver: Mondelēz International & Phoenix Creative: “Read with RITZ”
- Bronze: Unilever & Arc Worldwide: “Dove – Untold Beauty Year 3”
Judging Process
The REGGIE Awards followed a rigorous three-round evaluation:
- Main Round: Judged by 300 agency and client-side leaders
- Final Round:150 jurors scored finalists and selected Gold, Silver, and Bronze winners
- Super REGGIE Jury: A panel of 9 C-suite marketing leaders chose the Best in Show
Super REGGIE Jury Members Included:
Michelle Chin (Starbucks), Emily Connelly (72andSunny), Kristen D’Arcy (True Religion), Mimi Dixon (Crayola), Steve McGowan (Mondelēz), Brooks Miller (Edelman), Tina Manikas (Omnicom Commerce), Jeffrey Quezada (Citi), and Emily Sly (PopSockets).
The complete list of winners in the 2025 ANA REGGIE Awards competition, and additional program details can be accessed at reggieawards.org.
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ABOUT THE REGGIE AWARDS
Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best brand activation marketing campaigns activated by brands and agencies. The REGGIE Awards are crafted to reflect today’s wide-ranging forms of brand activation marketing practices — from traditional tactics used in innovative ways to rapidly changing technologies. The twenty-three award categories recognize excellence in solutions and campaigns of all sizes, budgets, and scopes.
ABOUT THE ANA
The Association of National Advertisers (ANA) is the definitive voice of the marketing industry. Since 1910, we have set and advanced the agenda for marketing transformation, connecting over 1,600 member companies to an influential global network, insights and resources that drive growth. Our members represent 20,000 brands and $400 billion in annual marketing investment. Through industry-leading research, the CMO Growth Council, and our proprietary Growth Agenda and Practices, the ANA empowers marketers to shape the future of marketing and create lasting impact for their organizations and the industry.