EVESHAM’s festive Nutcracker Trail has received a Highly Commended award in a prestigious national retail competition.
The Christmas campaign designed to bring seasonal cheer and footfall to Evesham’s town centre, beat off tough competition at the National Christmas Campaign of the Year category at the Sceptre Awards, held in London on October 16.
The awards recognise the best practice and the best people in the retail industry, putting the spotlight on management teams, retailers and suppliers that demonstrate real excellence.
Steve Knight and Claire Edwards from Wychavon District Council. s
The joint venture organised by Evesham Place Board and the Valley retail and leisure destination stood out among entries from major UK retail destinations including Manchester Arndale, the Potteries Centre, and Castlepoint in Bournemouth.
“This recognition is a testament to what can be achieved when local organisations collaborate with imagination and purpose,” said Phil Maclean, chair of Evesham Place Board and retail director at The Valley.
“To be acknowledged alongside some of the UK’s largest shopping centres is a proud moment for our town.”
Despite operating on a modest budget, the trail’s creativity, community engagement, and visual impact clearly earned favour with the judges.
As part of the awards celebration, a giant Nutcracker made an appearance in Parliament Square, with the team to showcase Evesham’s festive flair in the heart of the capital.
Phil added: “The campaign also highlights the importance of engaging with the wider retail industry, not only to celebrate success but to learn from evolving trends, consumer behaviours, and best practices.
“For towns like Evesham, staying connected to national conversations helps shape more effective and innovative place-based strategies.”
The Nutcracker project involved students from Vale of Evesham School who designed the original 16 giant models inspired by Tchaikovsky’s classical ballet that were displayed across the centre of Evesham last year.
