Commerce & Shopper: Challenger Brand Solutions
This is an award for smaller, new, or emerging brands making inroads against big, established leaders.
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2023 BRONZE
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
2022 BRONZE
The Zero You Deserve is Finally Here
With over 14.3MM buyers drinking zero sugar CSDs, we had a massive opportunity to unlock category and brand growth by recruiting new treat occasions. Despite being 16 years late to the zero sugar game, Dr Pepper showed up out of nowhere and invited zero drinkers to indulge on the zero sugar they truly deserved. Our results show flavor was worth the wait by driving trial by 3.8% and repeat purchase by 46% (surpassing benchmarks after only 3 months of media), and stealing share from our biggest competitors.
Brand:
Dr Pepper
Client:
Keurig Dr Pepper
Agency:
Deutsch LA
Language:
English
2021 GOLD
Moldy Whopper
The fast food industry’s reputation is built on artificiality. Over the last five years, Burger King had been working hard to shatter this perception, ridding our food of artificial sources. By 2020, we'd finally achieved a 100% real version of the Whopper. To break from the industry’s bad reputation, we’d confront people with something undeniable: REAL food shouldn’t last forever. Moldy Whopper did just that, breaking all the rules in food advertising. Our bold move paid off: Quality ingredient perception: +26% Visitation consideration: +22.8% Whopper sales: +14% Total impressions: 2.9B
Brand:
Burger King
Client:
Restaurant Brands International
Agency:
INGO Stockholm
Language:
English
FINALISTS
Tubi
B2B
AAA (American Automobile Association)/ACG (Auto Club Group)
Expect Something More From AAA, The Auto Club Group
Wasa
Savor the 25th Hour with Wasa
