Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
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PROGRAM
2016 BRONZE
Arby's Engages Anti-Audience with "Vegetarian Support" program to Introduce Brown Sugar Bacon
Bacon is everywhere. The conversation around this meat is so oversaturated that any restaurant daring to bring attention to their unique bacon is fighting an uphill battle. But, if anyone could, it would be Arbys. To drive sales of this new candied product the team created a savvy and engaging campaign targeting Arbys anti-audience: vegetarians. Born was Arbys Vegetarian Support program, the results of which not only generated exceptional consumer engagement, but also helped evolve perceptions of the brand and ultimately, delivered Arbys the most successful product introduction of 2015.
Brand:
Arby's
Client:
Arby's Restaurant Group, Inc.
Agency:
Edelman
Language:
English
2016 BRONZE
Salad Society
For decades, McDonalds has been doing everything they can to prove they are the best burger experts out there. As a result, the idea of getting a salad at McDonalds has become the butt of countless jokes. By recognizing our name was the biggest obstacle to getting Canadians to take our salads seriously, we found an amazing way to launch McDonalds three new salads with tremendous success.
Brand:
McDonalds Canada
Client:
McDonald's Restaurants of Canada Limited
Agency:
Tribal Worldwide
Language:
English
2015 BRONZE
Jack Takes Late Night
Jack in the Box sales in early 2013 had been flat and then turned negative by the Summer. After taking a beating throughout the recession, we needed a turn-around. The agency identified late night as an opportunity area and developed a differentiated product and experience that played into the Millennial late night mindset. We launched the Late Night Munchie Meal with a quirky twist on the 20-year ad icon, Jack. Late night way surpassed sales goals and doubled past contribution levels to overall sales increases. We stole share from competitors and put Jack on the map at Late Night.
Brand:
Jack in the Box
Client:
Jack in the Box
Agency:
Secret Weapon Marketing
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
