Food

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

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2014 GOLD

Apology Press Conference Grand Prix

Snickers needed to get young people to really engage with our campaign in 2012, not just to watch it on TV. So we took an additional approach. We cast the notorious Yuya Uchida, and then created an internet TV/PR event. The Snickers Apology Press Conference Grand Prix allowed us to create a conversation in the media and online around hunger, celebrity misbehavior, and Snickers. The campaign attracted over 2.7 million followers on SNS, earned over USD$1million in earned media coverage, and grew sales by 13 times the category average.

Brand: Snickers
Client: Mars Japan Ltd.
Agency: I&S BBDO Inc.
Language: English

2014 GOLD

From Mystery Meat to Meat You Can Trust

How does a small natural and organic meat company go head to head with iconic American hot dog brands that have 10x the media budget and 3x the distribution? Applegate did what their competition couldnt do prove their hot dogs have nothing to hide. An ingredient list you could trust was the inspiration behind the What's In Your Hot Dog campaign. Post campaign launch, category hot dog sales are down 2% whereas Applegates sales are up a whopping 55%. The campaign moved Applegate from underdog to top dog.

Brand: Applegate
Client: Applegate
Agency: TAXI Inc
Language: English

2014 SILVER

Johnsonville Brattender Campaign

In 2013, Johnsonville cut media spending behind their famous bratwurst, but sales expectations didn't decrease with the budget. With less money to buy impressions, we needed to earn them. Insights gleaned from our social analytics led us to enlist our biggest fans to help. We mobilized them by creating a character called The Brattender. He offered shareable bits of wisdom and inspired our fans to create their own shareable content. In a year we hoped to keep brat volume flat, we managed to sell even more brats.

Brand: Johnsonville Sausage
Client: Johnsonville Sausage
Agency: Cramer-Krasselt
Language: English