Theodore Communications win The Prolific North Champions Award 2024 for B2C Marketing Campaign of the Year

The prestigious Prolific North Champions Awards, which celebrates top talent across the North’s creative, digital, tech and marketing sectors

Theodore are thrilled to have taken home the reputable award for ‘B2C Marketing Campaign of the Year’ at this year’s Prolific North Champions Awards. The ‘Don’t settle for second best’ campaign leveraged a year-long partnership with Olympic champions the Brownlee Brothers for East Yorkshire-based rural broadband provider, Quickline.

The prestigious Prolific North Champions Awards, which celebrates top talent across the North’s creative, digital, tech and marketing sectors, took place on the 9 May 2024 with a live ceremony at Emirates Old Trafford.

Quickline wanted to show rural communities across Yorkshire and Lincolnshire that finally a broadband provider was on their side. The big challenge was how to overcome distrust and inertia, as people living in rural communities tend to assume claims made by big service providers don’t apply to them because of where they live.

Theodore created, co-ordinated and delivered an integrated marketing campaign to increase awareness of Quickline and achieve ambitious new customer targets. The local area marketing campaign strategy centred on two TV commercials featuring the two trusted Yorkshire lads, showing people they can switch to fast, reliable broadband with confidence.

The first element of the campaign, Don't settle for second best, focused on increasing awareness by leveraging the famous competitive relationship between the two brothers. Highlighting that neither will settle for second best, with the payoff being “neither should you”. Phase two, was designed to remove all perceived risks of switching by promoting an industry leading offer - get Quickline for free until you’re contract free. Giving customers an Alistair Brownlee style helping hand to get over the line.

Results wise, the campaign grew brand awareness from zero, with ad recall at 30% and a 31% share of voice. In terms of business impact, the campaign delivered a 976% increase in website visits ear on year, a 190% increase in lead generation year on year and over a 3-fold increase in sales.


The judges said “The campaign tapped into two local sporting heroes, which helped to gain trust and recognition. It was a fun campaign, with a great use of insight, and clearly resonated with the audience.”

“We're absolutely honoured to receive this award" said Rachael Sullivan, Co-founder of Theodore. "It reflects our ethos that when you use sound theory, insights and strategy, and combine it with amazing creative thinking and a purpose driven client, it delivers outstanding results for our clients. We’re so proud to have had a full Yorkshire team behind us on this campaign, including Powerhouse, Alchemy Media, and Sowden & Sowden.”

Kat Jeffery, Head of Marketing at Quickline, said: “We’re so pleased for the team at Theodore to have won this award. They have been crucial in helping us deliver growth and by developing a marketing strategy that is insight driven and robust in its focus on delivering on our business metrics. The campaign far surpassed all our expectations, and our brand and presence has really stepped up a gear.”


Theodore is a female-led brand, marketing and content agency based at St Catherine’s House, Woodfield Park in Doncaster. Founded during the pandemic after Kat and Rachael were made redundant as new mums, this award is a huge achievement for this dynamic duo and their small, strategic agency. Theodore’s clients are united by an entrepreneurial spirit and a desire to do good, including Quickline Communications, GPE, size? and Utopi.