Food

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

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2018 BRONZE

Oscar Mayer - "For the Love of Hot Dogs"

Hot dogs - a cornerstone of America - were exposed as posing a health risk equal to smoking. Negative publicity swirled. Families turned their backs on their beloved hot dogs; category sales were in steep decline. Oscar Mayer, once America’s favorite hot dog, was in the dog house. Thanks to Oscar Mayer’s “For the Love of Hot Dogs” campaign, they rebuilt families’ trust, and earned back their place at the table. They reversed the negative trajectory of their business and surpassed every goal established for household penetration, sales and sentiment.

Brand: Oscar Mayer
Client: Oscar Mayer
Agency: mcgarrybowen
Language: English

2018 BRONZE

The Good Cow Triumphs

If you are familiar with China, the words ‘food advertising in China has to be rational; it should demo the product and show the origin’, will ring frustratingly true to you. Well, this case of a humble/struggling Ice Cream named Nestlé “Chengzhen” (Meaning: “Real”) debunked this theory and literally turned the category conversation on its head by embracing ‘irrationality’, reversing a 3-year negative growth, to deliver +16% in a year when the Ice Cream category itself grew around 4.5%.

Brand: Nestlé Chengzhen
Client: Nestlé (China)
Agency: Ogilvy & Mather Beijing
Language: English

2018 BRONZE

Propuestas del rey

Si hay una característica gentilicia que nos describe a los argentinos, es que nos creemos los mejores en todo. Somos lo más cancheros, los más capos, los más lindos. Y hay muchos que se bautizan como reyes de lo que hacen: el rey de las fumigaciones o la reina de las pelucas. Y Burger King es el Rey de las hamburguesas. Entre reyes entendemos bien. Por eso, lanzamos Las propuestas del Rey, los menúes de Burger King para comer sabroso y abundante, como se merece un Rey, pero al precio que pudiera pagar la monarquía argentina.

Brand: Burger King
Client: Burger King
Agency: DAVID Buenos Aires
Language: Spanish