Food

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

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2024 BRONZE

Heinz Ketchup Fraud

To avoid restaurants switching to inferior ketchup, Heinz launched a campaign that leaned into a restaurant truth and rallied fans to prove to restaurants, nothing less than Heinz would do. It featured caught-in-the-act style assets of Heinz bottles being refilled with generic ketchup and a twist on our tagline: Even when it isn’t Heinz, it has to be Heinz. This resonated with fans who seized the opportunity to tell us which restaurants were committing ketchup fraud. As a result, Heinz gained 33 new B2B accounts within a month of launch.

Brand: Heinz Ketchup
Client: Kraft Heinz
Agency: Rethink
Language: English

2023 GOLD

How a brand of mini stature beat the major players with cheesy humour

During lockdown, snack sales surged, but one brand was left behind. Pigeonholed as a children's packed-lunch treat, Mini Cheddars failed to resonate with adults, who are Britain's biggest snack consumers. Urgently needing a revival, the brand faced daunting challenges: a minuscule market share, 2% spontaneous awareness, and a modest marketing budget dwarfed by competitors. With a delicate balance to strike, a new campaign created a vibrant cheesy world shot through with an undercurrent of edgy humour. Once underperforming, Mini Cheddars, exceeded all expectations and outperformed the entire snack category.

Brand: Mini Cheddars
Client: Pladis
Agency: TBWA London
Language: English

2023 GOLD

AlphaFoods Class Action Lawsuit

Taste is the #1 barrier to trying plant-based. Americans simply don't want to believe that something made from veggies can taste like meat. But Alpha’s meat alternatives really do. To prove that our products were truly indistinguishable from the real thing, we did the unthinkable - we invited ‘accidental’ vegans, who had been unwittingly duped by Alpha into becoming plant-lovers, to sue us for damages by joining a Class Action Lawsuit. The campaign generated 27% increase in sales, 218M impressions, a 10X increase in search and 7X increase in web-traffic..

Brand: Alpha Foods
Client: Alpha Foods
Agency: Mischief@NoFixedAddress Inc.
Language: English