PepsiCo, Zenith and Special Australia were among the big winners at 2025 TikTok Ad Awards.
The awards, now in its second year, brought together more than 200 senior marketing and agency leaders for the annual event.
Nine Australian top brands, creative, and media agencies were awarded for delivering some of the most engaging and impactful campaigns. The winners demonstrated how the platform can drive meaningful results for businesses of all sizes, from creator collaborations to community-driven campaigns.
PepsiCo – Advertiser of the Year
Twisties – Greatest Creative
Taking the title of Advertiser of the Year for its innovative marketing of the Twisties and Mountain Dew was PepsiCo. The company seized first-to-market opportunities, creating campaigns that resonated with communities and sparked conversations on TikTok throughout 2024.
The Twisties campaign also won the Greatest Creative Campaign award for The Great Flavour Debate, which featured Robert Irwin and G Flip.
The campaign reignited Australia’s iconic ‘Cheese vs Chicken’ debate, drove over 250,000 fan votes to crown ‘Chicken’ as the nation’s favourite Twistie flavour. Twisties transformed the debate into a nationwide conversation, achieving a 31.3% increase in Ad Recall and an 18.1% lift in Brand Awareness.
Zenith – Media Agency of the Year
Special – Creative Agency of the Year
Media Agency of the Year was awarded to Zenith for its innovative use of creator and user-generated content. Using one of TikTok’s measurement partners, Lifesight, they focused on results-driven planning, proving their expertise in high-volume content strategies that deliver better outcomes for clients.
Special Australia was named Creative Agency of the Year for its ability to seamlessly integrate TikTok-native storytelling into campaigns that resonated with Australian audiences.
The Greatest Performance Campaign award went to Ubank for its ‘Cheap Ad, Great Rate’. The clever, low-budget campaign was designed to cut through traditional banking ads to connect with young Australians. The campaign, used humour and attention-grabbing marketing stunts, to promote Ubank’s savings rate, resulting in a 40% increase in new customer acquisition and a 10.4% uplift in ad recall.
Ubank – Greatest Performance
Woolworths – Greatest Brand Effectiveness
2025 TikTok Ad Awards winners
Full list of winners at the TikTok Ad Awards:
1. Greatest Brand Effectiveness Campaign: Woolworths | Fresh Fuels the Best in All of Us: The Paris 2024 Game.
2. Greatest Creative Campaign: Twisties | The Great Flavour Debate.
3. Greatest For Good Award: Shift 20 | Casting Call.
4. Greatest Performance Campaign: Ubank | Cheap Ad, Great Rate.
5. Greatest Small Business: La Vida Homes.
6. Advertiser of the Year: PepsiCo.
7. Creative Agency of the Year: Special Australia.
8. Media Agency of the Year: Zenith Australia.
9. For You Award: Kim Zorn, Global Performance Director at Princess Polly.