Small Budgets - Products

This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less). 

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AlphaFoods Class Action Lawsuit

Taste is the #1 barrier to trying plant-based. Americans simply don't want to believe that something made from veggies can taste like meat. But Alpha’s meat alternatives really do. To prove that our products were truly indistinguishable from the real thing, we did the unthinkable - we invited ‘accidental’ vegans, who had been unwittingly duped by Alpha into becoming plant-lovers, to sue us for damages by joining a Class Action Lawsuit. The campaign generated 27% increase in sales, 218M impressions, a 10X increase in search and 7X increase in web-traffic..


Brand: Alpha Foods
Client: Alpha Foods
Agency: Mischief@NoFixedAddress Inc.
Language: English

Reverse Mode: Reversing Injustice & Rediscovering an Icon

To build relevance with the critical Gen-Z audience, Champion needed to authentically connect with their values. We know they value equity and inclusion, and create today’s pop culture together with their favorite influencers on social media. So we partnered with Jalaiah Harmon, the creator of TikTok’s massively viral #RenegadeChallenge, to build relevance for Reverse Weave, while tackling an issue Gen-Z cared deeply about: injustice for Black creators on TikTok. With a tiny budget, the campaign broke into youth culture, improved sales +89%, and cut costs/online shopping sessions -70%.


Brand: Champion
Client: HanesBrands, Inc.
Agency: Energy BBDO
Language: English

Bragging Rights

Detroit City Football Club grew from a ragtag amateur club playing on high school fields to the hottest sports ticket in town. And they used that momentum to become a force in the community. After 8 years of grinding through various amateur leagues, the Club finally was ready to go pro in 2020 - then Covid hit. They needed to crowd fund $1.2 million in 4 months, during a recession, to stay alive. Our campaign achieved that in less than 5 days, by selling not just shares, but bragging rights.


Brand: Detroit City Football Club
Client: Detroit City Football Club
Agency: Lafayette American
Language: English

2023_ap_2023_ss-sp011_hero_1 Oreo OREO Stacked at Stores to Stacked at Homes
2023_us_2023_e-8431-138_hero_1 Clos du Bois Long Live
2023_us_2023_e-8202-585_hero_1 Miller Lite The Meta Lite Bar
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