Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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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
2021 GOLD
A New Jingle for a New Era
When a viral video resurfaced the racist roots of America’s favorite ice cream truck jingle, Good Humor took action. To prevent this song from reaching a new generation, we partnered with the legendary RZA and dropped a new jingle created for all communities. We even included a unique licensing deal that allows this song to be played by ice cream trucks in perpetuity. Although we’re proud of the 3+ billion impressions and 17,000+ media placements, the best result is knowing this jingle will play for generations to come.
Brand:
Good Humor
Client:
Unilever
Agency:
Edelman
Language:
English
2021 SILVER
KITKAT, THE VOICE
Sponsorships are perfect reach and awareness builders. But when KitKat started to lose association with its iconic ‘break’ platform, it wasn’t enough to typically sponsor the biggest TV show in the region. We blurred the lines between real TV and commercial breaks and shattered all stereotypical perceptions people had about breaks during their favorite TV shows, immersing viewers in an unprecedented brand experience.We generated great recall (75%), a 14% uplift on brand equity, 67% brand favorability and drove more loyalty in an impulse category with 6% increase in repurchase.
Brand:
KITKAT
Client:
Nestle
Agency:
Publicis Middle East
Language:
English
FINALISTS
D´Onofrio
El D'Onoverso
Klondike
Rest in Peace, Choco Taco
Pop-Tarts
Pop-Tarts Frosted Banana Bread: Launching a Vibe, Not Just a Flavor
