Food

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

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2023 GLOBAL GRAND CONTENDER

Waking Aussies Up to Goodness

In a fragmenting category, oats had fallen out of favour and were no longer the flavour of the day for young Aussies; an issue for the market-leading, heritage brand Uncle Tobys. So, Uncle Tobys repositioned themselves with a new voice and perspective on the world, changing the way young people saw the brand AND the product. Through a nationwide ‘oatervention’ with supporting contextual creative, Uncle Tobys woke young Aussies up from their superficial behaviour and helped them find true fulfilment in a wholesome bowl of oats.

Brand: Uncle Tobys Oats
Client: Nestle
Agency: Ogilvy Australia
Language: English

2022 GOLD

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

With just 4.11% share of voice, Mini Cheddars's animated brand world, full of cheesy characters, doubled awareness and increased sales by 21%, outperforming the category

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

2022 SILVER

Make Lamb, Not Walls

This is the story of how Australian Lamb’s ‘Make Lamb, Not Walls’ campaign smashed all targets on its way to becoming the brand’s most talked about campaign in history. Combining an enduring brand strategy, a dystopian vision of Australia and an irresistible lamb chop more than tripled Lamb’s retail sales targets, reversed three-year volume declines and handed farmers their biggest ROI ever. All despite record-high retail prices, record-low wage growth, an increasingly popular flexitarian bandwagon, Australia’s first recession in 29 years, and a once-in-a-century pandemic that extinguished Australia’s BBQs.

Brand: Lamb
Client: Meat & Livestock Australia
Agency: The Monkeys Sydney
Language: English