Iceland Foods & Weber Shandwick Win Campaign of the Year at The Holmes Report’s 2018 Global SABRE Awards 

Weber Shandwick was awarded a Platinum Global SABRE in partnership with Iceland Foods for the #toocoolforplastic campaign at The Holmes Report’s 2018 Global SABRE Awards last night. The campaign centered on Iceland Foods’ commitment to removing plastic packaging from its 1,400 owned-label foods in just five years – making it the first supermarket in the world to do so.

Iceland Foods & Weber Shandwick Win Campaign of the Year at The Holmes Report’s 2018 Global SABRE Awards

The Global SABRE Awards recognize the 40 best campaigns from among more than 5,000 entries worldwide. The Platinum Global SABRE goes to the top ranked campaign of the year.

Driving Conversation Around Company Culture at #PRovoke18


“Communications can be a powerful tool for change – and that’s evident in our work with Iceland Foods,” said Gail Heimann, president, Weber Shandwick. “This campaign went well beyond talk and centered on action – action that drove results for the company and also helped advance an important global issue. Kudos to our team for this recognition, and thank you to Iceland Foods for their bravery in leading the #toocoolforplastic movement.”



Top 40 Global Campaigns


The firm was also presented with two Global SABRE awards for outstanding client work with partners UNO/Mattel and Royal Caribbean, which were recognized among the top global campaigns of the year.


Weber Shandwick created a new color-blind friendly UNO game for “The Color of Inclusion” campaign, which was honored in the top 20 campaigns of the year by The Holmes Report. UNO partnered with ColorADD to incorporate its “Color Alphabet” into a new UNO deck, making the world’s most popular card game even more inclusive. The campaign was also recognized earlier this year with a Gold North America SABRE award in Cause-Related Marketing.


Weber Shandwick’s work with Royal Caribbean on “Eclipsing the Eclipse” – which sent the world’s largest cruise ship off-course, straight into the 2017 Great American Eclipse’s “path of totality” – was recognized in the top 40 campaigns of the year. The campaign, which has generated 6.3 billion impressions, was also shortlisted at the Cannes Lions Festival of Creativity, and was honored at this year’s North America SABRE Awards, In2 SABRE Awards and Clio Music Awards.

During the annual Holmes Report PRovoke Global PR Summit, Weber Shandwick hosted “Culture Collision: Strengthening Company Culture & Reputation in an Activist Era,” a panel discussion on the intersection between company culture and reputation. The session was moderated by United Minds Executive Vice President Sarah Clayton, and featured Weber Shandwick Chief Reputation Strategist Leslie Gaines-Ross, Elizabeth Owen, head of global employee communications at Levi Strauss & Co. and Gina Sheibley, senior vice president of Global PR and Corporate Communications at Salesforce. The panelists discussed the impact that culture has on a company’s overall reputation, and how the rising trend of corporate and CEO activism affects – and is often led by – employees.


Read The Holmes Report’s recap of the session here, or head to Facebook to watch a clip of the conversation.