Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
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2024 GOLD
The Cactus Plant Flea Market Box
McDonald’s found itself facing a critical issue, the brand had turned bland with the new generation of young adults. Based on the insight: “You’re never too old to enjoy a Happy Meal”, The Cactus Plant Flea Market Box turned going to McDonald’s into a cultural event. The adult Happy Meal brought young adults to restaurants in droves: they hunted down each figurine, expressed themselves on social, and sold-out a month’s supply in 2-weeks. It led to a country-wide mass participation moment and became the brand’s most profitable campaign to date.
Brand:
McDonald's
Client:
McDonalds
Agency:
Wieden + Kennedy NY
Language:
English
2024 SILVER
Winning A Heated Debate with Ice
How do you reverse Dunkin’s declining Iced Beverage business with a young audience that’s obsessed with Starbucks? You take their side in a cultural debate. In a world where shaking your iced coffee creates eye rolls, we celebrated this polarizing behavior so our fans could more freely enjoy, and shake, their Dunkin’ Iced. As a result, we became the most talked about iced coffee of the summer and returned Dunkin’s Iced business to growth (from -9% to +3% vs. YA).
Brand:
Dunkin'
Client:
Dunkin Brands
Agency:
Leo Burnett Chicago
Language:
English
2024 BRONZE
3 for Me R&B Remix
Chili’s is a beloved brand, but after two years of eliminating marketing to focus on survival - their audiences started to forget them. So when it came time to turn marketing back on, we decided to hit them where it hurts (oh so good) –right in the nostalgia. Enter the mashup of their dreams: 90’s R&B singer Brian McKnight’s iconic “Back at One” single turned irresistible jingle for Chili’s “3-For-Me” deal. As a result, Chili’s was back, baby! Outpacing category sales by +8ppts and restoring top-of-mind awareness to pre-pandemic highs.
Brand:
Chili's
Client:
Chili's
Agency:
Mischief @ No Fixed Address
Language:
English
FINALISTS
Papa John's
Doritos Cool Ranch Papadia Was ‘My Idea’
McDonald's
Mates make it Macca's
KFC
KFC's Left-Handed Menu
