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Kraft, Pedigree win at Chiat Awards

News, 17 October 2016

NEW YORK: Kraft Mac & Cheese, Pedigree and Comcast's Xfinity were all among the big winners at the 2016 Jay Chiat Awards for Strategic Excellence held in New York City last night.

Organised by trade body the 4A's (American Association of Advertising Agencies), the Chiat Awards recognise "the best strategic thinking" by companies across the marketing industry, from media and creative agencies to brands and designers.

Warc subscribers can read these and other winning case studies here.

Kraft Mac & Cheese claimed a Gold for an innovative program – led by agencies Crispin Porter + Bogusky, Starcom Worldwide and Olson Engage – informing consumers that it had removed artificial flavours, preservatives and dyes.

The brand initially announced this change only on the label listing its ingredients. Then, three months later, it ran ads telling people they had been enjoying its new recipe without realising it, an approach boosting key metrics and offsetting potential controversy.

Pedigree, the pet-food line owned by Mars, took a Gold for leveraging scientific research outlining why dogs make a positive difference in people's lives, and turning these insights into impactful creative.

More specifically, the brand and agency BBDO learned the genuine, child-like happiness embodied by dogs make them good for people. The attendant message was that Pedigree is good for dogs, and thus good for everyone.

Comcast's Xfinity platform received a Gold for an effort, conducted with agency Grupo Gallegos, aiming to engage the bilingual Hispanic audience in the US by replicating the way they flit between languages every day.

In proving its value to this demographic, the brand's X1 entertainment system offered features especially for Hispanic consumers, and also enabled bilingual users to switch seamlessly between English and Spanish.

Elsewhere, LEGOLAND Florida, and agencies VML and PP+K, grabbed a Gold for a hotel designed primarily with kids in mind. Food-delivery service Seamless and agency BBH New York took the same prize for "Taking Back New York".

Turkcell, Turkey's biggest telecoms group, and agency R/GA received similar accolades for an app helping people tackle diabetes, which is a significant healthcare issue in the country.

Another Gold went to The New York Lottery and McCann Erickson New York for increasing sales, affinity and relevance with the "You'd Make a Way Better Rich Person" campaign.

Warc subscribers can read these and other winning case studies here.

Data sourced from Warc