New Product or Service Introduction or Line Extension

Any communications effort used to introduce a new product or service that is not a line extension.

2023 SILVER

Delivery Man

How does a food delivery platform launch its subscription program against a dominant player with a two-year headstart, an omnipresent marketing push, and a 98% bigger budget, in a year when food deliveries are dropping? You take an endearing Filipino habit, and tie it to your brand. With just two online videos, GrabFood increased subscriptions by 200%, ballooned its share of voice to 80%, and grew its market share by more than 100%. Talk about grabbing a crisis and turning it into an opportunity.

Brand: Grab
Client: Grab Philippines
Agency: GIGIL
Language:

2023 SILVER

Good things sometimes come late. Disrupting the pasta sauce category

The starting point was very challenging: a stagnated category after COVID, consumers eating less at home, innovation was low, retailers were skeptical. Our ambition: to enter and disrupt the category.
Heinz was ridiculously late to the category By daring to admit it, we leveraged Heinz’s equity, inviting the nation to try our sauces.
We spread our news everywhere and hacked cultural moments to celebrate events that people had been waiting for: good things take time.
We captured the attention of customers and consumers for the most successful Heinz innovation and category entry in the past 5 years.

Brand: Heinz Pasta Sauces
Client: Heinz UK
Agency: Wunderman Thompson Spain
Language: English

2023 SILVER

Subway Series: The Dream Team of Subs

People didn’t see Subway as a brand worth craving. To combat this, Subway created a new line of sandwiches designed to satisfy food cravings. But simply introducing a new menu couldn’t change the engrained preconceptions of Subway. To drive consideration, we needed to get people to see Subway differently. By drawing parallels between cravings and fandom culture, our campaign sparked a +9.3% lift in the perception “has food I crave,” +25% lift in future consideration, and an +8.6% lift in sales achieving Subway’s highest averaged restaurant sales in 10 years.

Brand: Subway
Client: Subway
Agency: Dentsu Creative
Language: English

FINALISTS

McDonald's Rice - Hard to believe?

Tank Tank.. Clean water made easy

Stella Artois Unfiltered Stella Artois goes au Naturel to launch new Stella Artois Unfiltered