Food

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

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2012 SILVER

If you like peanut butter and chocolate, you'll love peanut butter and SNICKERS

Despite multiple attempts, SNICKERS had been unable to tap into the booming peanut butter and chocolate segment dominated by Reeses a brand that had become synonymous with perfection. We decided to embrace the fact that we werent the traditional favorite, and deliver peanut butter as only SNICKERS could. Through the launch of Peanut Butter Squared we asserted that if you like peanut butter and chocolate, youll love peanut butter and SNICKERS. Communications spanned all mediums and SNICKERS Peanut Butter Squared surpassed launch objectives, propelling the franchise to double-digit growth.

Brand: SNICKERS Brand
Client: MARS Chocolate North America
Agency: BBDO New York
Language: English

2011 SILVER

All Spices Are Not Created Equal

In a category dominated by one ubiquitous brand, it was difficult for Spice Islands to gain any traction. Faced with a wall of McCormick product in the spice aisle, we found consumers didn't really "choose" their spice. Figuring there was no real difference in spices, they reflexively picked up McCormick. Our target of "food explorers" cared about quality and authenticity in their cooking, so by presenting our individual spices, each with its own superiority story, we were able to break the McCormick spell and achieved unprecedented sales growth.

Brand: Spice Islands
Client: ACH Foods, Inc.
Agency: Cramer-Krasselt
Language: English

2011 BRONZE

"You're Not You When You're Hungry"

After years of narrowly-focused communications and significant competitive pressure, SNICKERS(R) found itself in trouble. To reinvigorate the brand we went back to its roots as a hunger solution. The "You're Not You When You're Hungry" campaign tapped into the simple truth that when youre hungry, you're not yourself and SNICKERS(R) can help sort you out. The idea touched all mediums and has achieved goals of driving volume sales, household penetration and reestablishing SNICKERS(R) within pop culture as a guys brand that EVERYONE feels they can be a part of.

Brand: SNICKERS
Client: Mars Chocolate North America
Agency: BBDO New York
Language: English