Food

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

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2021 BRONZE

Taking on the Godfather

In order to promote a new hazelnut spread to consumers who believed that Nutella is THE category, we launched a campaign to celebrate Kraft Hazelnut for all that it’s not: Not made with palm oil* and low in saturated fat, not Italian and not even made by a hazelnut brand. This resulted in Kraft Hazelnut achieving 14% share of the market, partially stolen from category Goliath, Nutella, and one of Kraft’s most successful launches ever.

Brand: Kraft Hazelnut Spread
Client: Kraft Heinz
Agency: Rethink Canada
Language: English

2021 BRONZE

A SHOCK TO COMFORT, A STORY OF NONHYDROGENATION

Making headlines and stirring an important topic among public opinion shows how smart strategy and strong ethics can come a long way in leading to business results. Ganna's campaign helped the brand on sales, brand health and consideration, real KPI's that truly made a difference for the business overall.

Brand: GANNA
Client: Savola Group
Agency: BBDO WORLDWIDE
Language: English

2021 BRONZE

Shan Functional

The pandemic changed the world, but we changed the conversation and our category despite dire economic and business conditions. As category declined by -6%, Shan pitted on volume. Moreover, we knew a third of our business rested on biryani variants alone. We needed to change this dependency, expand growth across variants, and resurface from the pandemic-tsunami. Through our topical slice-of-life yet critically-timed creative campaign, the category grew by 28%.

Brand: Shan Recipe Mix
Client: Shan Foods (Pvt.) Limited
Agency: Ogilvy Pakistan
Language: English