Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2020 WINNER
Fiber One Got a Little Work Done
How do you bring a forgotten brand back to relevance? You turn their product reformulation into a cultural event! We broke CPG norms and borrowed the codes of plastic surgery to tell our makeover story. With help from our Housewives friends, we dropped a hit song and music video proudly shouting to the world, "Yeah, we got some work done!"
Brand:
Fiber One
Client:
General Mills
Agency:
Joan Creative
Language:
English
2020 WINNER
Chew On It
By 2019, Twizzlers—once America’s favorite candy—had been left in the dust. Getting the brand on track meant capitalizing on our annual summer sales period. But in a category that thrives on novelty, we were stuck selling mild-flavored red straws. We doubled down on our ‘adultness’ and bucked all the tropes of candy advertising. We developed a platform that reflected the Twizzlers’ true role: a delicious way to process your thoughts. And we dramatically reversed sales declines, getting the brand back to its rightful place in the mouths of adults everywhere.
Brand:
Twizzlers
Client:
The Hershey Company
Agency:
Droga5
Language:
English
2020 WINNER
Wine and Cheez-It
Over the years, Cheez-It shifted its focus from supporting the Base business and highlighting its 100% Real Cheese claim to promoting innovation and new products. This strategy drove the overall business, however Base performance suffered. We needed to get people talking about the Cheez-It brand and return momentum to its 100% Real Cheese claim. And in order to breakthrough, we had to create an idea that was as unexpected and absurdly satisfying as the brand itself. So, we made the ultimate snack pack for grown-ups: Wine + Cheez-It.
Brand:
Cheez-It
Client:
The Kellogg Company
Agency:
Edelman
Language:
English
FINALISTS
Cheez-It Snap'd
Cheese Shortage Concern
DOVE® Chocolate
Encouraging women to buy their own chocolate
Trolli
Tiny Hands by Trolli
