Padilla Receives Certificates of Excellence in the 2026 PRovoke IN2 SABRE Awards

Recognized among more than 900 entries in the 2026 competition, Padilla is a PRovoke Innovation SABRE Awards North America finalist in two categories:

• Corporate/Issues Advertising with Hennepin County

• Write Your Own Category “Bespoke Event” with Seafood from Norway

“The Innovation SABREs recognize the best work across the entire range of channels—paid, earned, shared and owned—as well as all the platforms PR people use to reach their audience in the modern age,” says Paul Holmes, who chaired the SABRE judges. “This is a showcase for the incredible breadth of creativity within our profession."

Trash or Cash: Weighing the Cost of Wasted Food

In 2023, Hennepin County developed a Zero Waste Plan to meet the County’s goal of diverting 90% or more of waste from landfills. The County turned to Padilla to launch a behavior change campaign in 2024 aimed at encouraging residents to waste less food.  

Research showed that a key motivator for residents to make that change was the economic impact of all that wasted food. That key insight became the rallying cry for an integrated campaign called Trash or Cash to help residents make the behavior change stick. 

Sea-to-Table Restaurant Week (STTW)

The seafood industry is a challenging environment. For most U.S. consumers, fish isn’t their preferred protein. Trusted chefs and restaurants are a critical vehicle for consumer trial, but seafood sales in restaurants are characterized by razor-thin margins.

The Norwegian Seafood Council, a world leader in promoting delicious, sustainable seafood, enlisted Padilla to make an even bigger splash with STTW compared to 2024. By integrating media partnerships, influencer activations, chef collaborations, and digital platforms, STTW proved to be more than a flash in the pan – its continued success is spearheading growth for Norwegian seafood in the Northeast market.