Tom White, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes a campaign by Lays, the snack brand owned by PepsiCo, which was tested in the UK before rolling out across local markets, inviting people to participate by submitting new flavour ideas.


Kit Altin and Alistair Macrow, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how fast-food chain McDonald's overcame controversy surrounding its sponsorship of the 2012 London Olympic Games by focussing on collective experience.


Christian Budtz and Kim Bagdonas Jørgensen, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how McDonald's Denmark, the quick service restaurant, used a virtual currency to grow favorability among teenagers and increased market share.


Helen StQuintin and Neil Godber, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Blue Dragon, an oriental food brand, moved from an 'authentic' brand positioning to 'convenience' to increase frequency amongst light users in the UK.


Tom White and Rory Gallery, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how Doritos, the snack brand, broadened its appeal to include older consumers, without alienating younger people, by creating a travelling band to visit parties in the UK.


Orlando Hooper-Greenhill, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how KitKat, the confectionery brand, moved into global digital marketing to take ownership of 'modern breaks', building on its long-standing 'breaks' positioning whilst recognising changes in what breaks mean to people.


Flo Sharp, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how the New York Bakery Company grew sales by growing the bagel market in the UK, redefining its brand image to convince people that bagels are more versatile than previously thought.


Anna Bleers, Matt Sundstrom, Kate Houghton, Elizabeth Brown and Larry Gies, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study shows how Lays, a snack brand owned by PepsiCo, adapted a global campaign for the US market to boost customer engagement and grab the attention of millennial consumers.


Crystal Rix and Lucy Howard, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Twix, the chocolate brand, invented a brand history to engage people and increase sales in the US and other markets.

WARC RECOMMENDS


RECOMMENDED CASES

Food

Warc's pick of the most effective food case studies


CASE STUDY

Hellmann's: Real Food Movement

Changing consumers health perceptions of a food product


ADMAP

Marketing food

A focus on the food industry for the November 2012 issue


TRENDS

The war on meat

How low-meat diets are impacting consumer markets


CASE STUDY

American Rom

Warc Prize winner stages a stunt choc bar rebrand