Food

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

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2015 GOLD

Hidden Valley It!

Growing Hidden Valley in 2013 meant entering a new category (seasonings) with an old product, Dry Dips and Dressings. In seasonings the name of the game is variety, but we had only one flavor: Ranch. To succeed, we focused on the number of foods you can season rather than the number of seasonings we had. Starting with the foods people were searching for, we offered ideas on how to Hidden Valley It. A total of 1,432 advertisements inspired consumers to ranchify their foods, no matter what they were eating.

Brand: Hidden Valley
Client: The Clorox Company
Agency: DDB California
Language: English

2015 SILVER

Give Extra, get extra

Gum had been in a 2-year decline. Extra, one of the categorys largest brands, had been declining for even longer. That changed dramatically when Extra stopped following the conventional gum script and started to infuse the brand with meaning that transcended the category and touched peoples hearts. Our stories and experiences grounded in a human truth when you give extra you get extra. The effort improved sales trends from -6% to +9% in a single year.

Brand: Extra Gum
Client: Wm. Wrigley Jr. Company
Agency: Energy BBDO
Language: English

2015 SILVER

Lay's Do Us A Flavor: From a Flavor Promotion to a Millennial Phenomenon

In 2012, the Lays brand launched its Do Us A Flavor promotion to great success and began making inroads with the crucial millennial generation. But in an ever-expanding competitive landscape where many brands are battling for the attention of this group, we knew we couldnt be complacent. In 2014, we set out to shatter the previous programs success, continuing to deepen millennial engagement with the brand. Using their desire for self-expression as inspiration, we created an experience that allowed millennials to truly put their personal fingerprint on the Lays brand.

Brand: Lay's
Client: Frito Lay
Agency: Energy BBDO
Language: English