Food

Fresh, packaged and frozen foods both regular and diet/light.

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2024 GOLD

Move Over Turkey, Campbell’s Celebrates and Owns Sides Season

Holidays are the crucial time of year for Campbell's. Historically, Green Bean Casserole, made with Campbell's Cream of Mushroom, was served in 20 million households, but shifting tastes were threatening its standing. To reverse Holiday sales declines, we’d need to go beyond just Green Bean Casserole and inspire more side dish exploration. Our idea “Sides Season”– inspired by the insight that Americans prefer side dishes to mains, like turkey – gave sides the shine they deserved and helped Campbell’s win the Holidays, leading to a 9% increase in sales YoY.

Brand: Campbell's Condensed Soup
Client: Campbell Soup Company – US Meals & Beverages
Agency: Leo Burnett Chicago
Language: English

2024 SILVER

Heinz: Irrational Love

Facing decaying share, record inflation and increased competition from private labels, Heinz was under pressure to justify its price premium. To drive top-line growth, we tapped into an audience that only exists for Heinz in the category: Heinz fans. They’ve proven Heinz is worth paying for through the audacious, irrational lengths they go to for the brand. To reassert Heinz’s category leadership, we decided to spotlight our fandom’s most irrational love stories. The campaign reversed volume sales loss by +1pt and drove repeat purchase +0.5pt in just 9 weeks.

Brand: Heinz
Client: Kraft Heinz Company
Agency: Wieden+Kennedy New York
Language: English

2024 BRONZE

Heinz Ketchup Fraud

To avoid restaurants switching to inferior ketchup, Heinz launched a campaign that leaned into a restaurant truth and rallied fans to prove to restaurants, nothing less than Heinz would do. It featured caught-in-the-act style assets of Heinz bottles being refilled with generic ketchup and a twist on our tagline: Even when it isn’t Heinz, it has to be Heinz. This resonated with fans who seized the opportunity to tell us which restaurants were committing ketchup fraud. As a result, Heinz gained 33 new B2B accounts within a month of launch.

Brand: Heinz Ketchup
Client: Kraft Heinz
Agency: Rethink
Language: English