Food

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

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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

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