Small Budgets - Products

Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran. 

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Charisma Campaign

The " Charisma" campaign was created to significantly increase Heinz Tomato Ketchup's brand share and drive volume growth in a low involvement category, and to re-establish Heinz' leadership position. The campaign gave life to a brand that had none by creating a distinctive, multi-dimensional personality. Despite a low budget, the campaign achieves a significant increase in consumer involvement and drove brand share to a record high.


Brand: Heinz Tomato Ketchup
Client: H.J Heinz Company
Agency: Leo Burnett USA

The Well Protected Fruit

"The Well Protected Fruit" campaign was developed to secure Dole Fruit Bowls position against entrenched fruit snack cup category leader, Del Monte. The campaign objective was to reverse share declines from the previous year by maximizing a limited media budget to generate awareness among a broadened consumer target for the brand's new positioning.


Brand: Dole Fruit Bowls
Client: Dole Packaged Foods, Inc.
Agency: Mendelsohn Zien Advertising

2019_ru_2019_2503_hero_1 Lexus Lexus Instagram Hijack
2019_us_2019_e-3985-430_hero_1 Cascadian Farm Cascadian Farm: Good from the Ground Up
2019_co_2019_e-201-077_hero_1 Postobon - Sabores Postobon Nuestro Sabor No Tiene Raza.
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