Food

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

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2021 BRONZE

Send Noods

Amid COVID-19 panic, our disrupted livelihoods had us yearning for comfort. With connections to others severed, we turned to comfort food to fill the void. Meanwhile, a competitor entered the Macaroni & Cheese category—Cheetos, a zeitgeist among younger consumers. Kraft needed to galvanize Millennial attention to maintain its position as market leader. Enter: “Send Noods.” On National Noodle Day, Kraft encouraged young adults to reconnect and send boxes of Kraft Mac & Cheese to their special someones. The response was astounding—and no one was talking about Cheetos.

Brand: Kraft Macaroni & Cheese
Client: The Kraft Heinz Company
Agency: Mischief @ No Fixed Address
Language: English

2020 GOLD

Bring Back the Idols

This is a story about Snickers becoming a "virtual" connection tool by gamifying their creative platform. In our campaign, the cute idols from the famous game, transform into horrifying figures. Together, the audience then transforms them back to themselves, by offering the idols Snickers on Twitter. “Not being sharable” for use as a connection-tool, has been Snickers’ obstacle in gaining the younger generation following. Although this holds true, by becoming a "virtual" connection-tool, it brought back Snickers into the lives of today’s teens and increased sales.

Brand: SNICKERS
Client: Mars Japan
Agency: BBDO JAPAN
Language: English

2020 SILVER

Lonely Rambutan

Malee canned fruit has been in the market for over four decades, however its association with special occasions means it can literally be ‘left on the shelf’ for 360 days of the year. This insight gave birth to a matchmaking campaign between lonely consumers and a can, addressing the poor ‘Lonely Rambutan’. A platonic love story in finding company beyond special days began through short films to social experiments to tinder matches and dates at 7/11. The #LonelyRambutan became catchword for loneliness on social media. Sale volume increased by 33%.

Brand: MALEE
Client: Malee Enterprise
Agency: Wunderman Thompson Bangkok
Language: English