Food | WARC

Rankings • WARC Effective 100, 2020

Buondì Motta, a breakfast snack brand, increased sales by launching a controversial TV campaign aimed at the modern Italian family.

What General Mills Learned From Launching LÄRABAR In the UK

Article • Anna Hamill, Event Reports, POPAI Retail Marketing Conference, February 2020

Lärabar, an all-natural energy bar owned by General Mills, was a market leader in the US, but launch in the UK required a strategic and hyper targeted approach.

Buondì Motta: The Asteroid

Case Study • Case Studies on WARC, 2017

Breakfast bread Buondì Motta generated sales increases and huge buzz with a controversial TV campaign aimed to appeal to the modern Italian family.

Paneton D'Onofrio: Spreading the Christmas spirit

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2019

Peruvian fruitcake brand Paneton D'Onofrio took a multi-platform approach to transform its Christmas relationship with Peruvians and secure sales growth.

Peek Freans Cake Up: Enabling Moments of Togetherness

Case Study • Rana Waleed Altaf, Zahra Fatima Ali, WARC Prize for Asian Strategy, Entrant, 2019

English Biscuit Manufacturers (EBM) entered an unregulated, wholesale-led cupcake category in Pakistan and increased sales of its Peek Freans Cake Up by carving its own infrastructure channel to build awareness.

Voiz: The Secret

Case Study • Pinyada Napathorn, Isaree Piriyakiatsakul, WARC Prize for Asian Strategy, Entrant, 2019

Voiz, the waffle and biscuit brand, in the face of intense competition and a crowded market, maintained its market share and shelf space and increased the price of its product by using social media to stand out to its teen audience.

Parle 20-20: A cookie's take on the world

Case Study • Navonil Chatterjee, Siddhant Lahiri, Aditi Anand, WARC Prize for Asian Strategy, Entrant, 2019

Parle, one of India's largest confectionery companies, used a light-hearted multichannel campaign to promote its cookie brand to millennials in a fresh way and grow brand love.

How Abbott’s Village Bakery became a breadwinner

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2019

Abbotts Village Bakery, a bread brand, encouraged Australians to buy its products by launching new packaging, a new product range and a TV to showcase it.

Marie Gold: MyStartup

Case Study • SABRE Awards, South Asia, Superior Achievement in Research and Planning, 2019

Marie Gold, a biscuit brand, launched a competition for non-workers to win money to start their own business venture in India.

Oreo's formula for cultural connectivity

News • 23 July 2019

Oreo, the cookie brand, has extended its appeal to new audiences by driving cultural connectivity with a diverse range of consumers.

Oreo taps seemingly endless love of playful, cultural brand connections

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Oreo, the cookie brand owned by Mondelez International, has ensured its continuing relevance by mixing an emphasis on playfulness with a presence in popular culture.

McVitie's Moments

Case Study • Design Business Association, Bronze, 2019

McVitie's, a British biscuit and cake brand, drove retail sales in the UK for its new Moments products by redesigning its packaging to reflect coffee shop culture.

Allinson's

Case Study • Design Business Association, Silver, 2019

Allinson’s, a wholemeal bread brand, increased sales in the UK by redesigning its packaging to feature a new symbol that reinforced the brand as one steeped in expertise and history.

Branding for The Primal Pantry

Case Study • Design Business Association, Silver, 2019

The Primal Pantry, a raw food manufacturer, increased market share in the UK by redesigning its identity to appeal to health food lovers across the country.

Cascadian Farm: Good from the ground up

Case Study • Effie Worldwide, Finalist, North American Effies, 2019

Cascadian Farm, an organic food brand, increased sales among organic shoppers in the US by creating an in-store campaign that promoted the importance of soil health.

Jimmy Dean, Wright Brand Bacon, Sara Lee Frozen Foods: Made with Love multi-brand platform

Case Study • Effie Worldwide, Finalist, North American Effies, 2019

Tyson Foods, a food company, increased sales of Made with Love products in the US by creating stress-free meal hacks to help consumers plan for meal times all year long.

Pop-Tarts: Destiny 2 promotion

Case Study • Effie Worldwide, Silver, North American Effies, 2019

Pop-Tarts, toaster pastries made by The Kellogg Company, encouraged consumption and sales among US teens by making Pop-Tarts an exclusive in-game power-up for video game Destiny 2.

OREO: Mint hot chocolate at 7-Eleven

Case Study • Effie Worldwide, Bronze, North American Effies, 2019

Oreo, a confectionary brand, drove category growth in the US by launching an Oreo hot beverage through social influencers and an interactive game.

Parle 20-20: A cookie's take on the world

Case Study • Navonil Chatterjee, Siddhant Lahiri, Aditi Anand, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Parle, one of India's largest confectionery companies, used a light-hearted multichannel campaign to promote its cookie brand to millennials in a fresh way and grow brand love.

RITZ Crackers: Top Your RITZ

Case Study • Kayla Ovington, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

RITZ Crackers, the snack brand, worked with three American supermarket chains to increase sales.

OREO Cookies: My OREO Creation

Case Study • Stephen McGowan, Fiona Noone, WARC Awards, Entrant, Effective Social Strategy, 2019

Cookie brand OREO used a consumer-involvement campaign to maintain excitement for its cookies in the US market and keep fans engaged.

Voiz: The Secret

Case Study • Pinyada Napathorn, Isaree Piriyakiatsakul, WARC Awards, Entrant, Effective Social Strategy, 2019

Voiz, the waffle and biscuit brand, in the face of intense competition and a crowded market, maintained its market share and shelf space and increased the price of its product by using social media to stand out to its teen audience.

belVita Breakfast Biscuits: Resolving to create a better breakfast routine

Case Study • Jeannette Murphy, WARC Awards, Entrant, Effective Social Strategy, 2019

Mondelēz International employed a blogger-based campaign to raise awareness and drive trial of its belVita biscuit brand among health-conscious US millennial mom shoppers.

RITZ Crisp & Thins: #WinWithRITZ

Case Study • Cindy Abramson, Laura Scott, WARC Awards, Entrant, Effective Innovation, 2019

RITZ Crackers, the food brand, used a celebrity influencer and radio partnerships in a multi-lingual campaign to launch a new product targeting Hispanic men in the US.

What’s working in biscuits, breads and cakes

Article • WARC Category Intelligence, March 2019

Campaign updates and category trends in biscuits, breads and cakes.