As Australians have weathered the storm that was 2020, brands continue to go above and beyond to act with purpose and commit to making a difference to the community. To celebrate these amazing efforts, Mumpower has just announced their first ever consumer choice awards which is set to crown Australia’s favourite purpose-driven brand.
Mumpower is calling on both corporations and Mum shoppers, to nominate a value-led company or a specific brand campaign that deserves to be revered and celebrated in an upcoming and interactive campaign with Australian Mum Shoppers.
Nominated brands will be put forward to the Mumpower network of 14,000 Aussie Mums and 2,000 Mum influencers, to uncover the impact their brand commitment has, through the eyes of the consumers. Mums will determine winners for 3 awards categories; Overall most loved, mission- focused company and campaign, the brand she is most likely to purchase as a result of their initiative and the brand to watch. In addition to the accolades, the winner will receive a Mumpower ‘Launch with Impact’ Growth campaign, to have their outstanding brand message amplified.
“Mums in our network continuously tell us how much they value knowing about the heart and soul of the company – what they don’t see on the packaging. The brand story, commitment, and ethos inspires shoppers with better choices available to her. Given that Mums are in charge of 72% of household discretionary spend, we want to acknowledge their voice and celebrate these brands.”Christie Nicholas, CEO of Mumpower
With 47% of consumers believing that it is important for brands to be involved in social issue and movements*, this award comes at a perfect time.
Purpose-driven brands already nominated, include — Whole Kids who are committed to fulfilling their social and environmental promises through healthy products, healthy people and a healthy planet. Aussie made, hospital-developed Mater Baby Products help give babies the best possible start to life through supporting specialised care for babies and funding research. And much loved Happy Hair Brush, is on mission to make one million women happy and continuously provides altruistic support to those in need.
Purpose-driven campaigns already nominated include: Smash’s environmentally conscious, Nude Food Day initiative encouraging kids to eat well, live well and eliminate unnecessary packaging. And Passage Food’s #Curryforacause that donates 100% of proceeds of their Balinese curry range to the Yayasan Solemen Indonesia Foundation to help the disadvantage people of Bali.
Now’s the time to nominate a brand (that Mums buy on behalf of for herself, her family, her home) that is doing something amazing for the community. Whether the impact is on a global level or benefits a grassroots initiative, together let’s vote on-purpose.
Nomination close on 10th February 2021
* Source — magnaglobal.com