Food

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

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PROGRAM

2021 GOLD

You Do You

In order to turn around the Kraft Dinner business which had been in decline since 2016, we designed a platform that provoked Canadians to take ownership over KD and hack their mac in weird and wonderful ways. This allowed us to reverse historical declines in our business, delivering a 27% increase in sales and 4 point increase in market share. Beyond that, we saw equity grow with a new target who KD wasn’t previously connecting with. The You do You platform took the brand from historical declines to exponential growth.

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

2021 GOLD

Caldosas

Las Picaritas son el producto más emblemático de Jacks, pero las nuevas tendencias de alimentación afectaban nuestras ventas. Mediante una estratégia bien implementada, acción rápida y apoyo a los aliados estratégicos, impulsamos la receta y el consumo de Caldosas (Ceviche+Picaritas). Al lograr identificar un nuevo momento de consumo para nuestro producto y un nuevo target, logramos crecer de manera constante a doble dígito y recuperar la popularidad de las Picaritas.

Brand: Jacks - Caldosas
Client: Jacks
Agency: Interaction
Language: Spanish

2021 SILVER

It's Not Weird

This is a slightly weird one. Weird because our goal wasn’t to grow sales for a specific brand. Rather we wanted to grow sales of an entire category and get more Canadians buying more eggs across the board. But weird became the watchword, because by leaning into the weirdness that surrounds the idea of eating eggs outside of breakfast, we were able to create a new norm in eating behaviours that has seen product sales significantly exceed our expectations. Weird. Or not, as the case hopefully explains.

Brand: It's Not Weird
Client: Egg Farmers of Canada
Agency: Cossette
Language: English