Food

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

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2022 GOLD

How a brand of mini stature beat the major players with cheesy humour

With just 4.11% share of voice, Mini Cheddars's animated brand world, full of cheesy characters, doubled awareness and increased sales by 21%, outperforming the category

Brand: Mini Cheddars
Client: Pladis
Agency: TBWA London
Language: English

2022 SILVER

Make Lamb, Not Walls

This is the story of how Australian Lamb’s ‘Make Lamb, Not Walls’ campaign smashed all targets on its way to becoming the brand’s most talked about campaign in history. Combining an enduring brand strategy, a dystopian vision of Australia and an irresistible lamb chop more than tripled Lamb’s retail sales targets, reversed three-year volume declines and handed farmers their biggest ROI ever. All despite record-high retail prices, record-low wage growth, an increasingly popular flexitarian bandwagon, Australia’s first recession in 29 years, and a once-in-a-century pandemic that extinguished Australia’s BBQs.

Brand: Lamb
Client: Meat & Livestock Australia
Agency: The Monkeys Sydney
Language: English

2022 SILVER

NESTLÉ CERELAC Movement Campaign

In a category dominated by homemade food, NESTLÉ CERELAC set out to establish the relevance of fortified infant cereals for the healthy growth and development of a child. By creating awareness on the nutritional crisis among Pakistani children, we jolted mothers into questioning whether they are giving the right nutrition to their children. The brand achieved active recruitment by driving its essentiality and cementing itself as a fundamental addition for a child’s complete nutrition – leading to a 2.4% increase in household penetration and a 7% increase in repurchase.

Brand: NESTLÉ CERELAC
Client: NESTLE
Agency: Ogilvy & Mather
Language: English