Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
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PROGRAM
2009 SILVER
Sleeping Pasta Giant
The objective: to make Pizza Hut's new, home-delivered Tuscani Pastas the biggest thing in the pizza category since pizza. In a world of super-convenient, inexpensive pasta options, that meant convincing people they could do better than the pasta they were currently eating at home. The campaign used 161 real, hungry and very surprised restaurant patrons to show that Tuscani Pastas are real, restaurant quality pasta, delivered to a customer's front door. The result: over-delivering sales objectives by 150%.
Brand:
Pizza Hut
Client:
Pizza Hut, Inc.
Agency:
BBDO
Language:
English
2009 SILVER
Unsnobby Coffee
Launching McDonald's premium coffee in Seattle, Starbucks' hometown, where The Buck outflanks McDonald's 4-to-1 in retail locations and there's an indie cafe on every corner, was no easy task. The strategy: Tap into unpretentiousness, a core value of Washingtonians, to create a backlash against coffee elitism. The campaign included a 12-foot-tall coffee confessional housing "our Dr. Phil" of the espresso world conducting anonymous "Unsnobby" interventions, which got Seattle buying McCafe, over-delivering trial goal by 173%.
Brand:
McDonald's, Western Washington
Client:
McDonald's Corporation
Agency:
DDB West
Language:
English
2008 GOLD
Sirloin vs. Angus
A small fish in a very big pond, Jack in the Box is a regional player with a fraction of the units and a tiny percentage of the big guys' media spending. In order to launch their new big burger, the Sirloin Burger, they sought to de-position the competitors' big burgers by making light of their quality cue " Angus" and pointing out that it's one letter away from sounding like, well, something else. It was a judo move that both increased the power of the Sirloin message and de-positioned the competition's Angus messages, powering Jack in the Box to their best sales year ever.
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
