Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
FILTER BY:
PROGRAM
2022 SILVER
Snickers Ice cream
Overshadowed by category giants with bigger budgets and competing in a category few associate with SNICKERS or hunger, SNICKERS Ice Cream needed a distinct and compelling story to attract new and lapsed buyers. The campaign leaned into a hidden truth of summertime to tee up the emotional problem-state that leads to ice cream purchases. It worked. For the first time in recent history, we outperformed the frozen novelty category by 5x with 15.2% YOY growth vs the category’s 2.9%.
Brand:
Snickers
Client:
Mars Wrigley
Agency:
BBDO New York
Language:
English
2022 BRONZE
OREO x Pokémon
Oreo LTE packs are designed to surprise and delight consumers, but when you become known for surprising and delighting, it’s kinda difficult to actually do the ‘surprise’ part. To outdo ourselves, we forged a new brand partnership with Pokémon, a brand that loves the joy of discovery as much as Oreo. By playing into Pokémon’s beloved rarity scheme and designing 16 collectable cookies—some rarer than others—we created the fastest-selling Oreo LTE pack of all time, shocking the internet once again, putting the ‘surprise’ back in surprise and delight.
Brand:
OREO
Client:
Mondelez International
Agency:
360i
Language:
English
2022 BRONZE
The Super Safe Pecan Debate
During the holidays, when consumer interest in pecans is highest, pecans are fighting for relevance among other seasonal ingredients. Our key to stoking pecan passion: amplifying an internet food debate that spiked every Thanksgiving around how to pronounce ‘pecan’. The Super Safe Pecan Debate was an ideal alternative to contentious political debates that threatened to spoil holiday harmony, and ensured pecans were a top-of-mind ingredient. We sparked holiday hosts to take sides nationwide, drove traffic to recipe inspiration pages (1.3X our goal), and purchases of wholesale pecans increased 46% YoY.
Brand:
American Pecan Council
Client:
American Pecan Council
Agency:
Weber Shandwick
Language:
English
FINALISTS
PepsiCo
#SabrosuraChallenge
Doritos
Bold Love
Ruffles
Un snack de Fórmula 1
