Effie Worldwide

Packaged Food

Packaged and frozen foods both regular and diet/light.




Love at First Taste

This is a story about remaking an old brand for a new generation by finding fresh insight in a stale category. Knorr needed to establish an emotional connection with a new generation, Millennials. "Love at First Taste" was a social experiment based on an insight from Millennial culture that flavor is personality. Our campaign asked a provocative question can flavor help you find love? Not only did we prove our hypothesis, we generated 1+ billion free impressions, grew brand equity measures that were flat for years, and got a new generation talking about Knorr.

  • Brand: Knorr
  • Client: Unilever
  • Agency: MullenLowe U.S.

Pop-Tarts Soda-Mazing

Pop-Tarts objectives were to reverse sales declines and drive renewed brand relevance among teens and young adults. The campaign exceeded sales goals for the two limited-time flavors by 75%; reversed consumption declines by driving increased base sales, up 2.5% versus -1.8% YOY; shifted attitudes and renewed Pop-Tarts relevance among teens and young adults by increasing YOY social engagement rate by 32% and generating more than 10 million consumer engagements versus YAG.

  • Brand: Pop-Tarts
  • Client: The Kellogg Company
  • Agency: VML

Gerber's Chew University

For generations, Gerber has been the king of the baby-food aisle, and the brands 3rd Foods line has been key to that reign. But Millennial moms saw little benefit to these more expensive transition purees and were instead rushing their babies to table food. In response, Gerber innovated with a new product: the first 3rd Foods specifically designed to teach babies to chew. To sell them, we did what had never been done before: create a new developmental milestone. Our campaign, Chew University, reversed multi-year sales declines by convincing moms everywhere that chewing was a skill worthy of their attention.

  • Brand: Gerber
  • Client: Gerber
  • Agency: Terri & Sandy
2017_na_2017_e-2260-124_hero_1 Cheerios Cheerios Love to Give At Walmart
2017_na_2017_e-1830-550_hero_1 Hellmann's Transparently Lovable
2017_na_2017_e-1319-040_hero_1 Jimmy Dean Shine it Forward


To browse winners in this category from previous years