Food

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

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2022 BRONZE

Chickenflation

By June 2021, Chicken shortages were sweeping the nation and poultry prices had surged from $1.50/lb to $4.00/lb. While the rest of the nation saw a crisis, we at Alpha Foods saw an opportunity. One to get chicken-lovers to try plant-based chick’n. We drew attention to this ‘Chickenflation’ by reducing prices of our meatless nuggets at the same rate that chicken prices increased. In one week, the campaign drove 16million unique earned impressions, a 7X increase in web-traffic, and a 31% increase in sales.

Brand: Alpha Foods
Client: Alpha Foods
Agency: Mischief @ No Fixed Address
Language: English

2022 BRONZE

Lil Jif Project

As peanut butter became a more commoditized category, Jif faced huge pressure from competitors both undercutting and outspending the brand. Jif tackled this threat by reinventing the traditional CPG marketing model. Rather than shouting product benefits to moms in traditional media, we used culture itself as our media and message. Tapping into a rap rivalry, Jif created a completely new sound from hip hop legend Ludacris, while keeping the brand at the center. And the results spoke for themselves with increased share, and leading online chatter, traffic, and consideration.

Brand: Jif
Client: The J.M. Smucker Company
Agency: Publicis New York
Language: English

2022 GLOBAL GRAND CONTENDER

Your Cousin From Boston

The challenge: to bring a forgotten beer brand back into relevance. After five straight years of declining beer sales in a saturated craft-beer category, Sam Adams needed to get noticed again. We realized that we could lean in to the hard-to-ignore nature of Sam’s hometown, Boston. “Boston charm” was polarizing—in a good way. Your Cousin from Boston was born, and with him a campaign that helped Sam Adams double the number of young drinkers, reverse a five-year sales decline and create tons of buzz online—all within six months.

Brand: Boston Beer Company
Client: Boston Beer Company
Agency: Goodby Silverstein & Partners
Language: English