Media Content Partnerships

This category focuses on efforts based on partnerships between a brand and a media owner/platform to create and activate original media content beyond traditional advertising. 

2024 SILVER

Frigo Cheese Heads shifts from "Please Mom" to "Mom Pleeeeeease!" and earns cool points with tweens

Cheese Heads has long found its way into kids' lunch boxes through a gatekeeper: Mom. But we were losing tweens to cooler snacks, being declared a brand for “kindergartners.” By leaning into a truth about tween identity and our product — there’s not one way to eat string cheese, just like there’s not one way to be yourself — we shifted our demand base from parents to tweens, with 81% of respondents inspired to ask their parents to purchase, driving 9.3% brand growth in a category that grew .3% YoY.

Brand: Frigo Cheese Heads
Client: Saputo / Frigo Cheese Heads
Agency: Carmichael Lynch
Language: English

2024 BRONZE

Kraft Heinz No-Plan Dinner Plan Solution

Kraft Heinz was losing share and sought to drive weeknight dinner growth in January. But parents are too exhausted to plan thoughtful weeknight dinners during the post-holiday slump. "The No Plan Dinner Plan” prepared shoppers to be unprepared with easy, delicious dinners they could proudly serve on a whim using Kraft Heinz products. Activating a media content partnership that brought the first-ever branded live shoppable cooking show to TikTok, we reversed share decline, driving growth in weekly % ACV, display share, and unit share in participating categories versus prior year.

Brand: Kraft Heinz Products
Client: The Kraft Heinz Company
Agency: Starcom
Language: English

2023 GOLD

Froot Loops World: From TV ads to World-Building

Froot Loops cereal was experiencing sales velocity decline (-17%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ consecutive weeks of sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦Froot Loops cereal was experiencing a sales velocity decline (-17%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 20+ consecutive weeks of sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦The Metaverse has question marks. It’s largely undefined because of lack of ROI. But this story changes that. Froot Loops cereal was experiencing sales velocity declines (-17.7%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ weeks of consistent sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦The Metaverse has question marks. It’s largely undefined because of lack of ROI. But this story changes that. Froot Loops cereal was experiencing sales velocity declines (-17.7%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ weeks of consistent sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.

Brand: Froot Loops
Client: Kellogg Company
Agency: Leo Burnett Chicago
Language: English

FINALISTS

Carnival Cruise Line Carnival x Amazon Partnership

Google Pixel Pixel RePresents

DR. PEPPER Hackeando Espacios Juveniles con un Sabor Indescriptible