WARC Awards for Effectiveness: Cultural Impact
This category will reward strategies and instances of brands entering or impacting on culture that can demonstrate a business outcome.
A judging panel of industry experts, chaired by Jennifer Healan, VP, US Marketing, Brand Content and Engagement, McDonald's, will be reading the entries.
I’m thrilled to lead the Cultural Impact jury for the WARC Awards for Effectiveness 2023. Showing up authentically in culture is an imperative for any company looking to create real brand affinity and a lasting legacy. I'll be looking for campaigns that use the power of culture to reach consumers in meaningful ways, and ultimately drive business results.
VP, US Marketing, Brand Content and Engagement, McDonald's
There were seven winning case studies in the 2022 competition, with Jif: The Lil Jif Project, through Publicis New York, taking the Grand Prix.
Jif launched improved category share and perception of the brand's peanut butter, and increased share of voice and brand searches.
Jif partnered with rapper Ludacris to release a new single based on the common complaint that new rap artists sound like they're rapping with a mouth full of peanut butter.