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 GRAND

World's Strongest Women

When category controversy caused Allianz’s trust scores to drop to the lowest in the category, we needed to give people a reason to trust us again. Allianz always protected people’s homes but partnering with Women’s Aid helped protect the people inside. The partnership challenged the narrative on domestic abuse and empowered tens of thousands of women to contact Women’s Aid to start life-saving conversations. By connecting with our audience on a deeper level through a long-term charity partnership, Allianz went from the least to the most trusted insurer.

Brand: Allianz
Client: Allianz Ireland
Agency: F&B Huskies
Language: English

FINALISTS

Carnival Cruise Line Carnival x Amazon Partnership

Centro Cuesta Nacional Dominicano Soy

Google Pixel Pixel RePresents