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2024 SILVER

Tip for Heinz

Restaurants and food-service are a critical growth driver for Heinz Ketchup. While Heinz retains a dominant position within this category, private-label ketchup was eroding Heinz’s share. We needed to send a clear message to restaurants - It has to be Heinz. Instead of calling on restaurants directly we harnessed the power of Heinz fans. Truth was 4 in 5 people preferred Heinz, but were having to put up with generic watery ketchup. So we invited them to break their silence - with A Tip for Heinz.

Brand: Heinz
Client: Kraft Heinz
Agency: Mischief @ No Fixed Address
Language: English

2024 BRONZE

Tide Lucky Jersey

25% of NFL fans have a lucky jersey they won’t wash for long periods because they believe it helps their team win. That’s not lucky. It’s dirty! As America’s #1 detergent, Tide needed to do something so it stepped in to convince fans to wash their lucky jersey with Tide Hygienic Clean. Tide partnered with NFL players to spread awareness and convince fans to wash their jersey in exchange for once-in-a-lifetime experiences. Ultimately, Tide got people talking about cleaning their lucky jersey leading to a sales increase.

Brand: Tide
Client: Procter & Gamble
Agency: Saatchi & Saatchi
Language: English

2023 SILVER

Simply Spiked Lemonade: Day Ones

When Simply, America’s #1 juice brand, announced it was launching an alcoholic version, Black Twitter went wild. Instead of making these superfans part of our launch plan, we gave them the lead role, building a community around them. We gave them exclusive access to product, amplified their voices and engaged with them constantly. This organic outreach contributed to 1.8 billion organic impressions on TikTok alone. In a market saturated with seltzers, we sold 2 million cases in 3 months, making Simply Spiked the biggest launch in Molson Coors history.

Brand: Simply Spiked Lemonade
Client: Molson Coors Beverage Company
Agency: ICF Next
Language: English