Water a win for marketing team

Employees from Northumbrian Water's marketing team celebrate their award win.
Employees from Northumbrian Water's marketing team celebrate their award win.

A campaign encouraging people not to block their toilets and drainpipes has been recognised on the national stage.

Northumbrian Water’s Love your Drain campaign – spearheaded by the green drain pipe Dwaine Pipe, scooped the top award at the Chartered Institute of Marketing (CIM) Marketing Excellence Awards.

The campaign, which helps to educate customers about what should and should not be put down the toilet and sink to help keep sewers clear, was crowned Marketing Campaign of the Year.

Jennie Collingwood, head of marketing, said: “We are absolutely delighted that our Love Your Drain campaign has been recognised with this national award.

“Our campaign mascot, Dwaine Pipe, who only eats toilet paper, pee and poo, was an instant hit with our customers. We use him to help us communicate a serious message in a light-hearted way.

“I’m very proud that the campaign is helping us to achieve significant benefits for both our customers and the environment, and this award is testament to that. Blockages can have devastating consequences so it’s in everyone’s interests to be responsible and develop good habits.”

Northumbrian Water overcame competition from the likes of Allianz and Vodaphone, to be given the top spot on the night.

The firm was also shortlisted in another two categories: Best use of data and insight, for its Support Plus campaign; and best integrated campaign for its Clean, Clear and Great Tasting campaign.

Chris Daly, chief executive of CIM, said: “Professional marketing is a vital driver of business advantage – boosting commercial outcomes and growing talent.

“At a time when the return on investment and data protection rigour of marketers are under scrutiny, our winners demonstrate the value of creative marketing.

“I would like to offer my congratulations to all who made it to the finals; they reflect the very best in global marketing talent and our founding partner The Marketing Trust who help make these awards possible.”