Packaged Food
Packaged and frozen foods both regular and diet/light.
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2017 SILVER
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.
2017 BRONZE
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
2016 GOLD
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
FINALISTS
Cheerios
Cheerios Love to Give At Walmart
Hellmann's
Transparently Lovable
Jimmy Dean
Shine it Forward
To browse winners in this category from previous years