Food

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

FILTER BY:

PROGRAM

2024 SILVER

Growing fortunes of a True Original with imitators

In difficult economic times, often the first brands to come under pressure are those with a price premium. Recessions usually send businesses into defence mode but we invested in the power of brand. True Originals is a platform that reasserts McVitie’s unmatchable place in modern British life and landed with great success.

Brand: McVitie's
Client: Pladis
Agency: TBWA London
Language: English

2024 SILVER

Heinz: Irrational Love

Facing decaying share, record inflation and increased competition from private labels, Heinz was under pressure to justify its price premium. To drive top-line growth, we tapped into an audience that only exists for Heinz in the category: Heinz fans. They’ve proven Heinz is worth paying for through the audacious, irrational lengths they go to for the brand. To reassert Heinz’s category leadership, we decided to spotlight our fandom’s most irrational love stories. The campaign reversed volume sales loss by +1pt and drove repeat purchase +0.5pt in just 9 weeks.

Brand: Heinz
Client: Kraft Heinz Company
Agency: Wieden+Kennedy New York
Language: English

2024 BRONZE

Ketching up with the competition

Podravka je odlučila povećati rezultate prodaje i tržišnog udjela svog ketchupa i tako "oteti" dio tržišnog kolača uvjerljivom tržišnom lideru Zvijezdi. Efektna kampanja usmjerena mlađoj publici rezultirala je time da su svi postavljeni ciljevi premašeni. Prodaja je bila veća za 82% (količinski) te 95% (vrijednosno) u odnosu na isto razdoblje prethodne godine. Premašen je cilj porasta tržišnog udjela od 12% i popeo se na 13,5% količinski te 13,9% vrijednosno. Također je premašen cilj poboljšanja imidža brand od 5% te je porastao sa 7,46 na 7,95, odnosno porastao je za 6,6%.

Brand: Podravka ketchup
Client: Podravka d.d.
Agency: Kofein doo
Language: Croatian