A brand activation campaign for OREO, the confectionery snack made by Mondelez International, has claimed the top prize at the 2019 ANA REGGIE Awards.

The REGGIE Awards, which honour the best marketing campaigns activated by brands and agencies, were presented at the Association of National Advertisers’ (ANA) 2019 Brand Activation Conference in Orlando, Florida, on Wednesday night.

OREO and its agency Phoenix Creative Co. took the Super REGGIE for creating and executing the best campaign of 2018 out of all those judged across 22 categories.

Entered in the new product launch campaigns category, for which it also won a Gold, the campaign included a fully integrated approach undertaken in partnership with the 7-Eleven convenience store chain.

The campaign focused on the launch of OREO Mint Hot Chocolate, supported by additional products such as OREO Mint King Size cookies, OREO Mint Chocolate Candy and an OREO donut.

It was a multi-disciplinary project that utilised traditional and digital marketing tools, including social media, influencer marketing, in-store experiential elements, as well as gaming.

“Our congratulations go out to Mondelez and its agency for capturing this award with such an outstanding piece of work,” said ANA CEO Bob Liodice. “The competition was particularly intense this year, so all the winners should be proud of their achievements.”

Nearly 70 awards were presented to top agencies and brands at the REGGIE Awards gala and Frito-Lay North America’s “Cheetos Teach Me How to Curl” campaign was another big winner.

Created in association with The Marketing Arm, the campaign won Gold in three categories – content marketing, national consumer campaigns (budget under $3m) and partnership campaigns (no budgetary parameters) – as well as picking up two Bronze awards for influencer marketing and new product launch campaigns.

Eaton Corporation, the power management firm, along with its agency Jack Morton Worldwide, also collected three Golds for its “Are You Gone Trail” campaign, which won the business-to-business, creativity & innovation, and digital and mobile marketing categories.

L.L. Bean, the outdoors clothing retailer, was another multi-Gold winner, topping the experiential marketing as well as local, regional market campaign categories.

Its “Be an Outsider at Work” campaign – another prize-winning entry for agency Jack Morton Worldwide – also received a Silver award for partnership campaigns (no budgetary parameters).

Sourced from ANA; additional content by WARC staff