Commerce & Shopper: Challenger Brand Solutions
This is an award for smaller, new, or emerging brands making inroads against big, established leaders.
“Let Your Taste Wander”
We designed “Let Your Taste Wander” as a multimedia campaign to pique people’s curiosity about golden kiwi. Through animated video ads, print, a "Wander & Win" challenge, a microsite, social media, influencer partnerships, and in-store efforts, we engaged the demographic sweet spot, and enticed people to break from their boring shopping routines and place Zespri SunGold in their carts. Ultimately, SunGold’s sales increased 42.7% nationally in 2019 while overall U.S. fruit sales were flat, and the brand’s sales accounted for more than half of the entire kiwi category’s growth.
Brand: SunGold Kiwifruit
Client: Zespri North America
Supreme Source 10-Day Detox Pet Program
Despite two major competitive entrants in the category within key grocery accounts, the small, independent, family-owned brand of Supreme Source defended its space on shelf with a very minimal budget relative to the competition. Supreme Source disrupted the shopper’s routine with a compelling message and point of difference in the right places at the right times to help drive the best gross sales in company history. Supreme Source’s Detox campaign is a great example of marketing effectiveness by demonstrating how to spend smarter when you can’t spend bigger.
Brand: Supreme Source
Client: American Pet Nutrition
Agency: The Mars Agency
Launch of the new rate plan and option Smart Zabugorische
Roaming charges is a big part of the operators revenues. But a lot of people don't use mobile service while roaming as they think its too expensive, and roaming options are too complicated and non-beneficial (the cost is high for a small volume of traffic). We decided to change peoples attitude towards roaming and thought - what could be more convenient and beneficial than a rate plan you are already using? We launched "Zabugorische" - option that allows using abroad voice call and data bundles that are already included in your rate plan at home. Dmitry Nagiev and Jeanne Claude Van Damm announced this sensational offer. The results exceeded our expectations: internet consumption grew up to 12 times more and voice minutes - by 40% more.
Client: MTS PJSC
Agency: BBDO Moscow
Language: English, Russian