Food

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

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2023 BRONZE

Argeta: An ode to bakers

Argeta is market dominator in pâté category in West Balkans but due to challenging economic circumstances the target group of premium priced Argeta was shrinking. Looking at consumer behavior, we found that when choosing pâté, people choose among many savoury products eaten on bread, not pâtés only. We decided to grow “share of bread”, not only “share of pâté” within the target group less effected by inflation. Our communication platform was based on strong and beloved connection between Argeta and bread and successfully increased Argeta’s share of bread.

Brand: Argeta
Client: ATLANTIC GRUPA, D. D.
Agency: LUNA TBWA
Language: English

2023 BRONZE

The Birth of Speech

CERELAC was losing affinity with younger moms and sought to connect with them on Mother’s Day. So, we launched the Birth of Speech, an ambitious project recorded by a real mom over a period of 22 months, set to convince other moms to enjoy their child’s journey of learning to speak, rather than worrying about the time it takes to get there. The result? Emotional resonance leading to an increase in loyalty scores and unprecedented engagement with the brand.

Brand: Cerelac
Client: Nestle
Agency: Publicis Groupe - Publicis Middle East
Language: English

2023 BRONZE

NESTLÉ CERELAC - Samajhdar Maa Ka Intekhab

NESTLÉ CERELAC’S mission is to provide the right nutrition to children at the time of complementary feeding. However, the category is dominated by homemade food as it is considered an inherent part of our culture. We created a behavior shift by focusing on the two key decision influencers that impact our mothers and convincing them that NESTLÉ CERELAC is the right choice for smart moms. We achieved healthy brand growth through +200 Bps in Repurchase, +200 Bps in Recommended by Doctors, and +200 Bps in Recommended by Friends & Family.

Brand: NESTLÉ CERELAC
Client: NESTLE
Agency: Ogilvy Pakistan
Language: English