Published by Sue Johns-Chapman
Published Date 29.05.2025 
Tribera, a creative content agency located in the heart of Birmingham city centre, has been nominated for not one, but two awards at this year’s Content & PR UK Awards – both on behalf of its work with discount website, VoucherCodes.co.uk
A brand you can dis(count) on
Shortlisted for Best Use of Research and Real Time Response Campaign of the Year, the campaign began when the VoucherCodes team shared its aspirations to make meaningful and long-lasting connections with its customers.
Working with thousands of retailers and restaurants online and in-store, the brand’s London-based team works hard every day to secure the very best exclusive savings for its site, app, and browser extension. But, in a crowded market, VoucherCodes struggled to stand out to consumers, and was keen to better connect with their audience.
Our mission was clear: devise and execute a creative content campaign that would help customer interactions with VoucherCodes become less transactional, and more emotional.
Deep audience research pinpointed the motivations behind different generational shopping habits. Gen Z actively seek discounts, Millennials love to share their bargain finds, and Gen X value trust and loyalty. By identifying the sweet spot between consumer needs and media appetite, we created insightful content that resonated when affordability was front of mind. Leveraging independent data, we highlighted seasonal spending spikes – from the extra £713 spent at Christmas to the surge in Google searches for Valentine’s Day and Easter budgeting.
Based on the research, we decided to focus our efforts on these four calendar events: Christmas, Valentine’s Day, February half term, and Easter – when people are more likely to overspend. We revealed to the nation the exact times when Yellow Sticker discounts went live in every supermarket across the UK to save on Christmas entertaining, shared the best Valentine’s Day meal deals so Brits could romantically dine in for less, unveiled where kids could eat free during half term and shared the secrets to finding the best deals on easter eggs.
We delivered 1,250 brand mentions and pieces of coverage in top tier target titles such as The Sun, Joe.co.uk, Daily Mirror and Daily Star – as well as over a thousand backlinks directing consumers back to site to explore further discounts
Speaking on the award nominations, Sheridan Okey, Head of Digital PR at Tribera, comments:
“We’re over the moon to have been shortlisted for our ongoing work with VoucherCodes. Creating content that’s on the pulse of culture, and that resonates with what the audience cares about, is what we do best – and it’s brilliant to see this recognised by industry awards.
“Both entries are testament to the hard work of our talented Tribe, and show the impact of creating timely content, backed by research and insight. We’re incredibly proud of the campaign, and the results we’ve achieved. We’re keeping our fingers crossed for the awards ceremony!”
Georgie Smith, Senior Content Executive & Copywriter at Tribera, adds:
“Seeing our name on the shortlist twice has been really exciting for the Tribera PR team. It’s fantastic to see our work recognised for using a unique blend of strategy, creativity, and data-driven insight to deliver outstanding PR results.
“Truly understanding what motivates shoppers has underpinned our strategy for VoucherCodes, ensuring every output is moulded specifically to meet the target demographic in a meaningful way – and making the shortlist reinforces the impact of that work.”
About the Tribe at Tribera
Founded in 2019 by industry experts Fran Nolan and André Picart, Tribera represents an impressive roster of well-known and successful consumer brands spanning across multiple sectors – including Costa Coffee, Greene King, West Midlands Trains and VoucherCodes.co.uk.
Since the launch of the agency, Tribera has gone from strength to strength, now employing over 25 talented ‘Tribe’ members, and being named in Campaign Best Places to Work 2024 and The Sunday Times Best Places to Work List 2023.
Following investment into its Tribe, including an established 32-hour week initiative and dedicated individual training budgets, these shortlisted nominations acknowledge the significance and importance of curating a creative culture where unconventional concepts and innovative ideas are free to flourish.
For more information, or further comments from the team, please contact:
Sheridan Okey/Georgie Smith/Nicole Daybell/Stephanie Kleanthous
07939 832581
sheridan.okey@tribera.com / georgie.smith@tribera.com / nicole.daybell@tribera.com / stephanie.kleanthous@tribera.com
