Food

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

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2023 GLOBAL GRAND

For when it's time: Extra gum's pandemic comeback

Extra Gum needed to kickstart brand recovery after the significant impact of prolonged COVID-19 social distancing. Rather than reinvent itself, the brand leaned into the problem and its core benefit in order to own the upcoming cultural moment of a post-vaccination social reemergence. Extra out-performed category growth by 73.6%, broke earned media records by 7.6% and grew unaided brand awareness by 30%.

Brand: Extra Gum
Client: Mars Wrigley
Agency: Energy BBDO
Language: English

2023 GLOBAL GRAND CONTENDER

Meet Frank: How a Zombie got gamers to fall in love with Pringles

Getting noticed in gaming is hard. Brands spend billions every year trying to engage a notoriously cynical audience. We needed gaming occasions to become a significant volume driver for Pringles. One that could rival the football World Cup. To engage gaming communities, we went beyond traditional advertising to create disruption at scale. Creating our very own gaming character, breaking it out of the game into the world, live on Twitch, then transforming it into an influencer that gamers fell in love with. Starting conversations. Delivering reach. Unlocking significant volume.

Brand: Pringles
Client: Kelloggs
Agency: Grey London
Language: English

2023 GLOBAL GRAND CONTENDER

Unlucky Sponsor

This is the story of how Cris-Sal became the most relevant brand during the World Cup qualifiers by becoming the unofficial sponsor of Ecuador's rivals with the "Unlucky Sponsor" campaign, stealing the conversation and generating $800K worth of FreePress, and reaching a total of 98.2% (6.3M users), surpassing the minimum target reach of 70% (achieved by most sponsors). It's important to note that Cris-Sal's investment represents less than 3% of the main sponsor's investment in the national team.

Brand: Cris-Sal
Client: Ecuasal
Agency: Paradais DDB
Language: English