Johannesburg – A bold commitment to cleaner, safer kitchens has earned Unilever Professional top honours at this year’s Marketing Achievement Awards.
The business-to-business division of the global FMCG giant walked away with Gold in the highly contested “Excellence in Brand Marketing B2B” category for its Food Safe product launch campaign, “Better Clean, Better Business.”
Developed in partnership with advertising agency Attic Rush, the campaign repositioned cleaning as a critical business advantage in the food service industry.
Designed specifically for professional kitchens, the Food Safe range offered clients more than just sparkling results.
It provided peace of mind in high-pressure, high-compliance environments.
“In foodservice, cleaning isn’t just a chore, it’s a reputational risk,” said Jeffery Madkins, Marketing Manager for Unilever Professional.
“We wanted to flip the script to show that better cleaning doesn’t just tick boxes, it drives better business outcomes. And winning this award confirms that we hit the mark.”
The campaign combined a high-impact digital rollout, national trade show appearances, and strategic partnerships, including collaboration with Unilever Food Solutions.
Results included over 29 million impressions, 600,000 new customer engagements online, and R4.4 million in revenue within the first 18 months.
“It’s been a privilege to work alongside a client like Unilever Professional who not only trusts you with their brand but also encourages bold, insight-led thinking,” said Andre du Plessis, Managing Director at Attic Rush.
“Being recognised for this work is an honour, but the true reward was the shared belief in creating something that delivered real value to businesses on the ground.
“From WhatsApp one-pagers and YouTube tutorials to trade presenters and LinkedIn thought leadership, the campaign met operators where they were and left a lasting mark.”
The result? A cleaner launch. A better business case. And now, a Gold award to prove it.
