ANA Announces 2025 REGGIE Award Winners

The Association of National Advertisers (ANA) has announced the winners of the 2025 REGGIE Awards, honouring 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 recognised 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 - symbolising efforts that 'make the cash register ring.'

2025 Award Winners Include:

Top Honour: 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 eight 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 eight REGGIE Awards across brands including Hellmann’s, Magnum, and a Walgreens partnership.

- State Farm Insurance won five awards, and Toyota Motors achieved four wins – two for Toyota Motors North America and two for Toyota Canada.

- VML led agency wins with six trophies for 76, Hellmann’s/Unilever, and Mondelēz International.

- Infinity Marketing Team and Arc Worldwide each earned five awards.

- Weber Shandwick secured four wins for campaigns with Airbnb and Pop-Tarts.

SeeHer REGGIE GEM Award

Recognising 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:

1. Main Round – Judged by 300 agency and client-side leaders

2. Final Round – 150 jurors scored finalists and selected Gold, Silver, and Bronze winners

3. Super REGGIE Jury – A panel of nine 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 here.