Campfire Shortlisted for Two Major Digital Excellence Awards

At Campfire, we pride ourselves on staying ahead of culture- shaping it, not just reacting to it. We are thrilled to share that our efforts have been recognised once again, having been shortlisted for two major honours at the UK Digital Excellence Awards 2025: Best Use of TikTok for our Quorn Nacho Nuggets campaign, and Standout Organic Content Campaign of the Year for our viral April Fools activation with NYX Professional Makeup. These nominations are a testament to the power of creativity, speed, and strategic storytelling- and they reflect what Campfire stands for: helping beauty, and FMCG brands become true cultural icons.

Quorns Nacho Nuggets #CraveTheCrunch Campaign

When Quorn came to us to help launch their Cheesy Nacho Nuggets, we knew we had an opportunity to reframe how meat-free products are marketed on social. The brief was clear: drive excitement and awareness for the new launch, particularly among flexitarian families and younger audiences who love food, fun, and flavour.

We anchored the campaign around the sensory irresistibility of the product- its satisfying crunch- creating a TikTok-first strategy that tapped into ASMR, comedy, and recipe content. Our creator partnerships and paid media strategy were central to this. From Grandad Joe’s hilarious taste tests to Sophie Jones’ library crunch video that drove an 850% uplift in views compared to her usual content, we built a story that felt playful, authentic, and genuinely crave-worthy.

The results exceeded every expectation delivering over 34 million video views- 45% above our target. More than just a successful launch, the campaign repositioned Quorn in the eyes of consumers. It showed that plant-based can be fun, indulgent, and entirely social-worthy.”

NYX Professional Makeup’s April Fools Campaign That Fooled (and Delighted) Millions

For NYX Professional Makeup, we leaned into absurdity in the best possible way. Our April Fools’ campaign announced the “launch” of three fake, food-inspired makeup products: Spicy Sriracha Blush, Cheeky Chocolate Contour, and Sassy Salsa Eyeshadow. The content was outrageous, playful, and-crucially-believable enough to spark genuine curiosity.

The idea was inspired by SPARK, our proprietary trend tool, which identified the rising popularity of food x beauty mashups on social. We saw an opportunity to own the space before it peaked. With no media spend at all, we activated a wave of scroll-stopping UGC creators who brought the fictional products to life with dazzling visuals, clever hooks, and a tone that was equal parts satire and style.

The reaction was immediate and overwhelming. We achieved more than 14.5 million organic views, a staggering 3,736% increase from our 100K goal. On TikTok alone, posts averaged nearly 4 million views, with an engagement rate of 7.38%. Across Instagram Reels, we reached nearly 10 million plays, and thousands of users flooded the comments demanding that NYX make the products real.

The campaign wasn’t just a viral success- it became a blueprint for how brands can create authentic moments without relying on paid amplification. It strengthened NYX’s reputation as a bold, creative brand that listens to its community- and set a new benchmark for what organic content can achieve.

To be recognised for not one but two standout campaigns is a huge honour- and a proud moment for the entire Campfire team. From strategy to storytelling, insight to execution, it takes a full agency of creative minds and curious thinkers to create the kind of work that doesn’t just perform, but stands out!