Food

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

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2019 BRONZE

Oh Henry! 4:25

In 2017, millennial Canadians were only driving 7.7% of all Oh Henry! sales. To improve share among millennials, the brand decided to create a new, limited edition variant to relieve a specific hunger popular among the target, the munchies (cannabis induced hunger). The creation of Oh Henry! 4:25 achieved a 0.4 pt lift in household penetration among millennials, an expedited return to 2016 levels all while avoiding cannibalization of Oh Henry!. Additionally, the campaign generated 69 million earned media impressions and improved all measured brand health metrics.

Brand: Oh Henry! 4:25
Client: The Hershey Company Canada
Agency: Anomaly
Language: English

2019 BRONZE

BullSh*t Free Eggs

"Cage-free eggs" sure sound nice. And egg-lovers agreed. By 2017, “cage-free” was a $600 million dollar industry. But cage-free hens live their entire lives indoors, with about 1 sq ft of space per hen. Egg buyers had been seriously duped into thinking they were buying the gold standard in eggs. Vital Farms and their pasture-raised eggs took aim at cage-free with “Bullsh*t-Free Eggs.” We were able to lift Vital Farms’ sales, steal share from cage-free, and welcome a new audience. Vital Farms eggs aren’t cage-free, they’re bullsh*t-free.

Brand: Vital Farms
Client: Vital Farms
Agency: Preacher
Language: English

2019 BRONZE

OREO 2018 CREATION CAMPAIGN

With the topic of Idol Producer and Produce 101 sweeping over every corner in China, people call 2018 the year of “Idol Creation”.Speaking of the “Idol Creation” in Marketing area, Oreo, the most playful biscuit in the world, has made a remarkable move in 2018.Oreo has created a unique and exclusive platform--OREO CREATION mini program.With the uprising idol LEO WU as the campaign initiator, consumers were invited to contribute to every step of the new flavor debut.The new flavor, which won first place, will be ready for production in 2019.It greatly enhanced consumers' enthusiasm to participate, deepened the playful brand image of Oreo, and brought about a good sales increase.

Brand: Oreo
Client: Mondelez China
Agency: BRO
Language: Mandarin