Sustained Success - Products
Products communications efforts that have experienced sustained success for 3 or more years are eligible for entry.
Making The Everyday a Long-term Success
IKEA is a household name, popular within culture, and with a long record of creative marketing. But in 2013 a different story was emerging. Sales had fallen 20%, penetration declined and IKEA was looking out of step. A new goal from global management created a real sense of urgency; stem the decline. Grow sales 8% YoY to new meet 2020 targets. The answer was a culturally resonant brand platform that went back to IKEA’s founding purpose, delivered with creative excellence and which didn’t just meet the target, but beat it.
- Brand: IKEA
- Client: IKEA UK
- Agency: Mother
Arby's: We Have the Meats
Entering 2014, Arby’s was a 50-year-old brand in steep decline. As the landscape of fast food and fast casual expanded rapidly, Arby’s had lost relevance, locations, and sales. It was perceived as the place for roast beef, but roast beef was a miniscule part of fast food visitation. The brand repositioned itself, doubling down on the meats, showing that Arby's had more variety and higher quality. “We Have the Meats” was launched, shifting a dying fast-food chain to one of the fastest growing in the industry.
- Brand: Arby's
- Client: Arby's Restaurant Group, Inc.
- Agency: Edelman