Food

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

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2019 BRONZE

How Abbotts Village Bakery became a breadwinner

We’ll be upfront. This isn’t a paper about the effectiveness of advertising alone. Although we can, and have, isolated its sizeable impact. This is a story about what happens when you take the modern marketing maxim “everything communicates” seriously.
Making Abbott’s Village Bakery a breadwinner.

Brand: Abbotts Village Bakery
Client: George Weston Foods
Agency: BMF
Language: English

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