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Tiger Energy Biscuits: Tiger Energy Lunchbox
Gabriela Loren Bade, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Tiger Energy Biscuits, the Filipino biscuit brand, repositioned the brand in order to halt a decline in sales.
This case study describes how Tiger Energy Biscuits, the Filipino biscuit brand, repositioned the brand in order to halt a decline in sales. The brand enjoyed awareness but had not translated this into sales. The campaign targeted mothers through television and print, by arguing that Tiger Energy Biscuits would fill an important nutritional gap for school children. As a result penetration, sales and brand relevance increased.
Captain Munch: Discover Adventure with Captain Munch!
Su Ling Chan, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Munchy's, the snack manufacturer, launched a new cookie product - Captain Munch - to challenge the market leader in Malaysia and Singapore.
This case study describes how Munchy's, the snack manufacturer, launched a new cookie product - Captain Munch - to challenge the market leader in Malaysia and Singapore. Munchy's competition marketed the product using wholesome family images, and so Munchy's decided to market their product directly to children with the brand proposition 'discover adventure'. The brand partnered with a children's cartoon series and used this theme across television and in-store advertising. As a result of the launch campaign Captain Munch gained a market share of 9.8% and continued to grow. The market leader's loss of market share showed that Munchy's had taken share from them.
Wasa: Discover a new taste from Wasa
European Association of Communications Agencies, Silver, Euro Effies, 2013
This case study describes how Wasa, the crisp bread brand, reversed a negative sales trend in Denmark, Germany, Norway and Sweden.
This case study describes how Wasa, the crisp bread brand, reversed a negative sales trend in Denmark, Germany, Norway and Sweden. The campaign targeted light users of crisp bread by promoting the variety of products offered through television ads with the message "There is a taste for you too". As a result the negative sales trend was reversed and market share gained.
Nestlé: A 100 years by your side - Corporate brand campaign drives hard business results
Milan Agnihotri, Gavin Hoh and Tony Savarimuthu, Warc Prize for Innovation, Entrant, 2013
This campaign from Nestlé, the food and drink group, in Malaysia, was designed to celebrate 100 years of memories during the centenary that the group had operated in the country.
This campaign from Nestlé, the food and drink group, in Malaysia, was designed to celebrate 100 years of memories during the centenary that the group had operated in the country. Storytelling and story-sharing were key parts of the campaign which used digital, television, print and radio media, and a number of exhibitions. This case study cites evidence that the "Incredible Stories" campaign helped build stronger links between Nestlé and all its brands, highlighted the affinity of Malaysians for Nestlé brands and contributed to Nestlé's overall performance in the country.
Mondelez: Délices Days 2013
Vera Lucas, Warc Prize for Innovation, Entrant, 2013
This case study of the food and beverage group, Mondelez (formerly Kraft Foods), describes the 2013 edition of Délices Days, a multi-brand promotional campaign in France, covering 22 brands, including Milka, LU, Oreo, Philadephia and Tassimo and five categories of products (biscuits, chocolate, coffee, gum and candy).
This case study of the food and beverage group, Mondelez (formerly Kraft Foods), describes the 2013 edition of Délices Days, a multi-brand promotional campaign in France, covering 22 brands, including Milka, LU, Oreo, Philadephia and Tassimo and five categories of products (biscuits, chocolate, coffee, gum and candy). French shoppers already bought Mondelez brands, but they had a tendency to stick to only one brand, product or category. Mondelez needed to change this behaviour, get its consumers out of an auto-pilot mode and into one that motivated them to make multi-brand and cross category purchases. The company's response was a multi-pronged strategy including a store back approach using point of sale as the key medium to build the story; a creative idea bringing to life the benefits of cross-category purchase; and an integrated campaign including retail, digital and television.
OREO Daily Twist
Auro Trini-Castelli, John Campbell and Susan Polachek, Warc Prize for Innovation, Runner-up, 2013
OREO, the cookie brand owned by Mondelez, was about to turn 100 but, instead of focusing on the past, OREO decided to focus on the present by developing a "Daily Twist" campaign.
OREO, the cookie brand owned by Mondelez, was about to turn 100 but, instead of focusing on the past, OREO decided to focus on the present by developing a "Daily Twist" campaign. One hundred ads were developed over 100 days in real time and spread through the brand's social networks, showing the trending news of the day through the playful eyes of an OREO cookie. The Daily Twists have been seen million times in total on Facebook, doubling the existing engagement rate and attracting new brand fans as well as helping drive sales.
Really Good Premium Breads
Design Business Association, Gold, Design Effectiveness Awards 2013
Really Good (QVS), a distributor of bread and baked goods in Northern Ireland, was struggling against the increasing dominance of supermarkets.
Really Good (QVS), a distributor of bread and baked goods in Northern Ireland, was struggling against the increasing dominance of supermarkets. As a result, the company decided to create its own unifying brand to bring the disparate range of products together and enter the supermarkets that were previously the competition. The design of the new packaging needed to appeal to supermarket shoppers, convincing them that the premium price point of the goods represented value. The strength of the design enabled Really Good to get its products into 571 supermarkets, from having no supermarket presence previously. This increased turnover by £2.3 million, delivered 600% RoI by the end of 2012 and has grown employment at both Really Good and its partner suppliers.
Design Business Association, Gold, Design Effectiveness Awards 2013
Marks & Spencer, the UK high-street retailer, wanted to update its in-store Bakery sector. The bakeries had started to feel dated, and had lost the connection with the baking process and bakery staff who, hidden from view, suffered poor morale.
Marks & Spencer, the UK high-street retailer, wanted to update its in-store Bakery sector. The bakeries had started to feel dated, and had lost the connection with the baking process and bakery staff who, hidden from view, suffered poor morale. The brand image redesign wanted to give the bakery a more authentic, artisan look and feel, with the focus on 'freshness not plastic'. To give customers a more inspiring shopping experience, the bakeries were made visible and celebrated the 'theatre' of baking. Display, product, environment, uniforms and staff training were all part of the revamp. Today there are over 100 new concept bakeries, profitability has increased to almost twice that of the average food hall and staff positivity is up to 92%.
Two Kids. Two Cultures. Oreo
Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2013
Oreo, a biscuit brand, responded to the health-oriented snacking trend in Canada with this TV-led campaign.
Oreo, a biscuit brand, responded to the health-oriented snacking trend in Canada with this TV-led campaign. The key insight was to highlight the universality of the Oreo ritual ('twist, lick and dunk'). The main TV ad, 'Moving Day', told the story of two kids from different universes that come together - through a cookie. Its emotive message garnered significant PR support. The unique Canadian creative subsequently helped improve baseline growth for Oreo (which omits promotion from sales) by 12%.
Gü Daily Decadence programme
Direct Marketing Association - UK, DMA Awards, Bronze, 2012
UK packaged dessert brand Gü needed to reposition itself as a decadent every day treat in order to break through seasonality and increase the range of purchase occasions.
UK packaged dessert brand Gü needed to reposition itself as a decadent every day treat in order to break through seasonality and increase the range of purchase occasions. It used social media as a main channel to communicate the message that it was an indulgent, grown-up treat suitable for any occasion. Top of mind awareness was maintained with events including Christmas and Easter competitions, and topical content such as 50 Shades of Gü. This activity grew the brand's Facebook fanbase and results showed that 69% of the new fans were very likely to buy while 67% were likely to recommend.
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Bread, cake, biscuits
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Meat, poultry, fish
Sauces, seasonings, condiments
Savoury snacks, potato chips
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Food advertising, diet and obesity
Food and drink marketing to children
Food, diet and obesity
Supermarkets and grocery stores
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