Food

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

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2021 SILVER

A journey across Tunisia

Due to COVID-19 lockdowns, Diari, a famous homegrown couscous brand, lost market share and leadership. As lockdowns were lifted, Diari decided to uplift Tunisians through a branded content documentary series. Collaborating with an upcoming photographer and influencer, Diari documented his journey visiting homes across Tunisia, capturing the diverse ways that Tunisians prepare couscous with. These recipes were collected into the first-ever crowdsourced and branded couscous recipe book. Diari became market leader again, gaining +14% market share from its nearest competitor; from being 11% behind the competitor just 4 months earlier.

Brand: Diari
Client: Diari
Agency: FP7 McCann Tunis
Language: English

2021 SILVER

Split The Plate Campaign

Dastak, a new entrant in the Cooking Oil category with mega-brands was unable to STANDOUT. To put it on the map, we decided to leverage World Food Day. While oil brands show lavish food-laden tables urging people to eat more, our simple heartwarming message urged people to stop food wastage by sharing with the needy. Produced on a shoe-string budget, our communication connected emotionally with consumers. Globally applauded with massive organic word-of-mouth, breaking the internet, garnering a whopping 40million aggregate views (target:3million) in one month, achieving 9% volume growth.

Brand: Dastak Cooking Oil
Client: Unity Foods Limited
Agency: Manhattan Communications (Pvt) Ltd
Language: English

2021 BRONZE

Plant Based Rage

Despite having invested in building equity in its real dairy credentials in previous years, Coffee-Mate coffee whitener was able to effectively reposition the brand for the 2nd time in three years as a healthy planted-based alternative. By inviting health-oriented coffee drinkers to ditch their plant-based rage, Coffee-Mate’s plant-based Bliss observed an almost 30% lift in sales during the campaign period (versus pre-campaign period), in markets that had advertising. While during the same period, the category grew 6.6%.

Brand: Coffee-Mate Bliss
Client: Nestlé Canada Inc.
Agency: McCann (Canada)
Language: English