Paul Holmes 03 May 2017 // 10:33AM GMT
NEW YORK—“Finding Our Fire,” a brand refresh for 140-year-old blowtorch manufacturer Bernzomatic, took home the Platinum SABRE Award for the best public relations program of 2016 at last night’s SABRE Awards ceremony, which took place once again at Cipriani on 42nd Street in New York, attended by 800 industry leaders.
The campaign, conducted by Bernzomatic with Zeno Group was an insight-driven campaign that revolutionized the company’s approach to marketing and delivered impressive results, including a 300% increase in Bernzomatic website traffic, and impressive sales lifts at Home Depot and Lowe’s.
Bernzomatic beat out four other finalists for Best in Show:
- Creating Cupfusion—The Hershey Company with Ketchum
- Pantene Dad-Do/Strong is Beautiful—Pantene Pro-V with DeVries Global with Grey New York
- Starbucks Upstanders: Stories of extraordinary humanity in unexpected places—Starbucks with Edelman
- The Circus Takes The Circus Back—Ringling Bros. and Barnum & Bailey with MullenLowe
Elsewhere it was a good night for Edelman and its clients, who took home eight trophies in the Diamond, Gold, and Silver SABRE categories, more than any other agency. Ketchum and its clients picked up five trophies; Ogilvy picked up four; and there were three each for Allison+Partners, MSLGroup, and Mullen Lowe.
On the client side, JetBlue was the evening’s big winner with four Gold SABRE Awards for different campaigns.
A complete list of the night’s winners can be found here.