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). 

2023 GOLD

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

2023 BRONZE

Make Ramadan Awesome For Your Car

Ramadan is all about caring, so why not show the same care for your car? Last Ramadan, ACDelco wanted to show how awesome servicing your car can be, drawing parallels between the iconic festive moments and the satisfaction one gets after giving their car the best treatment. And the campaign results speak for themselves – not only ACDelco workshops witnessed an increase in footfall by 34%, but media metrics were also at an all-time high, which was a true testament of relevance.

Brand: ACDelco
Client: General Motors - Middle East
Agency: CARAT MIDDLE EAST FZ LLC
Language: English

2023 BRONZE

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

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live