The retail pioneer in collaboration with Pampers and Al Jalila Foundation has been recognized with two prestigious industry honors for its purpose-driven campaign supporting premature babies in the UAE. The initiative won Bronze at ADFEST 2025 in the Corporate Image & CSR category, and was awarded Best Brand Communication Campaign at The Marketing Society Awards GCC.

Dubai, UAE:

Union Coop, with Procter & Gamble and Havas Middle East, has won the Best Brand Communication Campaign 2025 for the impactful initiative “Joy Has Come Early.”

The campaign, launched in partnership with Pampers, was designed to raise awareness and support for premature babies and their families across the UAE. Timed with World Prematurity Day on November 17, 2024, the campaign included support for the Al Jalila Foundation, support through in-store educational exhibits, and influencer engagement to drive public awareness.

The campaign effectively extended beyond traditional marketing to achieve meaningful community engagement and align brand communication with social impact.

The award was presented during the Marketing Society GCC Awards, held at Atlantis, The Palm. The annual event brought together the region’s top marketing leaders to celebrate the most outstanding campaigns of the year. Originally established in the UK in 1985, the Marketing Society Awards have become a global benchmark for excellence. Now in its third year, the GCC edition has cemented its place as a key moment on the Middle East’s marketing calendar.