Campaign details
Agency: TAXI Canada LTD.Advertiser: Kraft HeinzCategory: Packaged Goods
Section I — Case Parameters
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
No new flavours. No new packaging. A 30-year-old brand with more competition than it's ever had. That might not sound like a recipe for success, but sometimes the toughest challenges bring out the best thinking. That was the case for Classico pasta sauces.
Our "Second Best" campaign presented Classico in a way that recognized the brand's long-standing positioning of Italian heritage, but updated...