Food

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

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2021 GOLD

case study

Brand growth typically requires reinvention. But as the original “anti-brand”, no name® brand rebelliously did the opposite by staying true to what it had always been: simple, straight up, yellow. We took no name® brand’s iconic look and literal voice and brought it to places where a discount packaged goods brand had no business being. As a result, the brand made people feel better about the quality of its products and sales growth outpaced national brands in Loblaw owned stores.

Brand: no name
Client: Loblaw Companies Ltd.
Agency: john st.
Language: English

2021 GOLD

Rooftop Farms

Knorr went beyond films that go viral and typical charitable food donation drives that were commonplace in Egypt. And instead, brought its brand purpose to life by creating a new transformational business model that was sustainable and profitable for all; transforming the lives of underprivileged Egyptians in the prevalent hunger and economic crisis. 8 SDGs were impacted and 198 rooftop farms generated income for underprivileged Egyptians and helped grow Knorr’s brand and business. And with the signing of a Presidential Bill, Knorr’s initiative was transformed into a nationwide initiative.

Brand: Unilever - Knorr
Client: Knorr Egypt
Agency: FP7 McCann Cairo
Language: English

2021 SILVER

A journey across Tunisia

Due to COVID-19 lockdowns, Diari, a famous homegrown couscous brand, lost market share and leadership. As lockdowns were lifted, Diari decided to uplift Tunisians through a branded content documentary series. Collaborating with an upcoming photographer and influencer, Diari documented his journey visiting homes across Tunisia, capturing the diverse ways that Tunisians prepare couscous with. These recipes were collected into the first-ever crowdsourced and branded couscous recipe book. Diari became market leader again, gaining +14% market share from its nearest competitor; from being 11% behind the competitor just 4 months earlier.

Brand: Diari
Client: Diari
Agency: FP7 McCann Tunis
Language: English