David vs. Goliath

This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category and set of competitors.

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2024 SILVER

Restaurants' Secret

As a new player in the market, we faced age-old giants like Young’s that hold 70% of market share. Our mission? Secure consumer love and brand status. Despite a David-and-Goliath budget battle, we aimed to disrupt and emerge as the rebel player with unmissable marketing. Our strategy? Blanket consumer touchpoints, from conventional ads to 3D OOH – a full-court press. With wit, charm, and a pinch of audacity, we were able to steal market share from Young’s and double it!

Brand: Hellmann's
Client: Unilever Pakistan Limited
Agency: Ucreative
Language: English

2024 BRONZE

Righting the Wrongs

Mike’s Amazing became the fastest growing grocery brand in the tri-state area and eclipsed the growth of the leading category giants. As THE definition of a challenger brand: small, new, scrappy, but extremely hungry, for its first consumer marketing campaign ever, the brand came out swinging, with huge ambitions. Their challenge: take on some of America’s most iconic and established brands in food, by tapping into the opinionated nature of its New York audience in a unique way for the category.

Brand: Mike’s Amazing
Client: Mike’s Amazing
Agency: Havas New York
Language: English

2023 GOLD

FYS: menos azúcar y menos marketing

Desde 2019, FYS no existía para las personas en las góndolas. Frente al "marketing" gigante de Coca-Cola y Guaraná Antarctica, no era notada. En un giro estratégico, FYS decidió abandonar las tácticas tradicionales de marketing de la categoría, reírse de sí y asumir su desventaja ante los gigantes. Contra todas las expectativas y con mucho menos presupuesto que la competencia, FYS conquistó la atención y un crecimiento desproporcionados comparados con su tamaño, demostrando que menos puede ser más.

Brand: FYS
Client: FYS
Agency: AlmapBBDO
Language: Spanish