TORONTO: Hellmann's, a mayonnaise brand, has won the Grand Prix at the 2011 CASSIES, which were handed out last night.
The Ogilvy campaign, which also won the Best Integrated and Sustained Success prizes, created partnerships with local green initiatives to locate the brand within the "real food" movement.
Partly as a result of the campaign, total Hellmann's market share grew from 25% in 2006 to 29.3% in 2009.
In all, seven Gold awards were handed out at the ceremony.
Winners included Danone Activia, whose agency, Saint-Jacques Vallée Y&R, use emotional advertising to communicate the product's functional benefits.
This campaign also won the Sustained Success award.
Another Gold winner, from TBWA\Toronto for Nissan, bypassed a recent code of conduct from the regulator which prevented the portrayal of any driving deemed as extreme, unsafe or fast in TV or cinema car advertising.
Instead, the agency launched a YouTube-based campaign, the main video for which generated 360,000 views in the first week of release.
warc.com subscribers can browse case studies from all the CASSIES winners on the awards pages.
Data sourced from Warc/CASSIES; additional content by Warc staff