Fast Moving Consumer Goods (FMCG)

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2022 GRAND

Meet Frank: How a Zombie got gamers to fall in love with Pringles

Gaming is a huge snacking occasion, but tough to win at: cynical audience, cluttered environments and intense competition. To get gamer attention, change perception and drive volume for Pringles we went beyond traditional advertising to create disruption at scale. We created our own gaming character, broke it out the game and into the world live on Twitch. Then we transformed him into an influencer that gamers loved. We were more watched than the top games themselves, increased gaming association 94 % and delivered significant volume with an ROI of €2.92.

Brand: Pringles
Client: Kellogg's EMEA
Agency: Grey London
Language: English

2022 GOLD

Heavily Accented

In Spain exists discrimination against certain ways of speaking, specially in in Andalusia, where Cruzcampo was born. In the last years, this discrimination was affecting to its quality perception. So Cruzcampo needed to move two steps forward and recover its iconic image with a rich strategic territory and a powerful bran idea “Heavily Accented”. The campaign has become a "cultural phenomenon" and the brand has never achieved so much repercussion before: significant increment of its brand power, +180 KOL share the campaign for free, generation of multitude debates in media…

Brand: Cruzcampo
Client: Heineken
Agency: Ogilvy Madrid
Language: English

2022 SILVER

Tender tastes better

Growing is a buoyant market is relatively easy. But what happens when the positive effects of Covid begin to cool and your market takes a sharp downturn? By reasserting its position as the most tender chocolate and reconnecting with its audience in a more purposeful way, Milka outpaced the market, reversed a long-term decline in penetration and grew sales by up to +12% in a single year.

Brand: Milka
Client: Mondelez Europe GmbH
Agency: Ogilvy Berlin
Language: English