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Cadbury and Age UK: The Originals

Case Study • SABRE Awards, EMEA, Gold, 2021

Cadbury, a confectionery brand, partnered with Age UK, a charity, to combat loneliness among elderly people in the UK with the campaign The Originals.

HFSS: How grocery brands and retailers can stay effective in an age of restriction

Article • Callum Saunders, WARC Best Practice, July 2021

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

Oh Henry!: The Oh Henry! 4:25 BAR

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Oh Henry!, a chocolate bar brand, leveraged the legalisation of cannabis in Canada to encourage consumption among millennials.

Lakrids by Bülow: Rebrand

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Gold, 2021

Lakrids by Johan Bülow, a liquorice and chocolate brand, increased sales in Denmark by shortening its brand name and redesigning its packaging to represent a premium, Danish product.

Cadbury: Heroes

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Cadbury, a confectionery company, increased sales of its Heroes chocolate tin by launching with a new brand purpose and limited-edition games tin that encouraged sharing occasions outside of the traditional festive season.

Galaxy: Dates Ramadan

Case Study • MMA Smarties, Bronze, MENA, 2020

Galaxy, a confectionery brand, launched a gamified mobile campaign rooted in Arabic culture during Ramadan in Saudi Arabia and the UAE.

KitKat: Core

Case Study • MMA Smarties, Gold, MENA, 2020

KitKat, a confectionery brand, launched a gamified, multilingual campaign in the Middle East to reclaim its association with taking a break.

M&M's: Minis Are Back

Case Study • MMA Smarties, Gold, MENA, 2020

M&M's, a confectionery brand, launched a multilingual, gamified mobile campaign in Saudi Arabia and the UAE to announce the return of its M&M's Minis.

Snickers: Hunger Support Campaign

Case Study • MMA Smarties, Gold, MENA, 2020

Snickers, a confectionary brand, used facial recognition as part of its Snickers Hunger Support Campaign in the UAE, Saudi Arabia and Kuwait.

Cadbury: Giving the people their chocolate back

Case Study • WARC Awards for Effectiveness, Silver, Brand Purpose, 2021

Confectioner Cadbury grew sales of its core Dairy Milk bar in the UK through a multiplatform campaign that reinvented its brand purpose based on the Quaker principles of its founder.

Reese's: Halloween door

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Reese's, the candy company, increased year-on-year Halloween sales during the COVID pandemic with a contactless trick-or-treat experience in the US.

Reese's: The best candy bar you’ve never heard of

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Reese's Take 5 needed to grow awareness to drive sales of its Take 5 bar in the United States so it invested in a Super Bowl ad to launch a humorous campaign.

Ülker: Cikolatali Gofret White launch campaign

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Established Turkish chocolate brand Ulker needed to win new customers, grow sales and penetration, and attract youth to defeat a challenge to its market-leading chocolate-covered wafer.

Elvis: Advancing representation with Cadbury Creme Egg – what we’ve learned

Opinion • Camilla Yates, May 2021

Camilla Yates, Strategy Director at Elvis, the global creative communications agency, discusses recent work for Cadbury’s Creme Egg, and explains how the confectionery brand is making advertising as diverse as the people it serves, by featuring diverse talent in front of, and behind, the camera.

Twix: Kicks

Case Study • SABRE Awards, Gold, North America, 2021

TWIX, a confectionary brand, promoted its new product TWIX Cookies & Creme in the US by creating a limited-edition line of TWIX sneakers.

M&Ms: M&Ms Messages

Case Study • YouTube Works for Brands, US, Media Innovation, 2021

M&Ms, a chocolate brand, increased sales of its classic variants in the US by launching a series of TV spots supported by YouTube pre-roll ads and dynamic videos during The Oscars.

Magnum’s legendary crack sound x Spotify 3D Audio

Case Study • MMA Smarties, Silver, EMEA, 2020

Magnum, an ice cream brand, partnered with Spotify in Turkey and used audio assets to invite consumers to liberate themselves and take a break for a little moment of pleasure with Magnum.

Cornetto: My Fairy Tale

Case Study • MMA Smarties, Silver, EMEA, 2020

Cornetto, an ice cream brand, launched its new product Unicornetto in Turkey by reversing the stereotypical fairy-tale tropes of women passively waiting for love.

Cornetto: Unicornetto Lovers Fountain

Case Study • MMA Smarties, Bronze, Turkey, 2020

Cornetto, an ice cream brand, transformed a busy public transport stop in Turkey on Valentine's Day to promote its product Unicornetto.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

Cadbury Creme Egg: The Hunt is On!

Rankings • WARC Media 100, 2021

Cadbury Creme Egg, the Easter chocolate, increased sales in its third year of the Creme Egg Hunting Season campaign by creating a sense of urgency for consumers in the UK.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Snickers: Bring Back the Idols

Rankings • WARC Effective 100, 2021

Snickers, a confectionery brand, collaborated with mobile game Idol Master to appeal to young males and boost sales in Japan.

Gushers / Fruit by the Foot: #BlackVoicesCreate

Rankings • WARC Media 100, 2021

Gushers and Fruit by the Foot, two fruit snack brands, gave a voice back to Black creators on TikTok by creating a program that elevated them in the US.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2021

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.
Denny: Fighting commoditisation with differentiation

Case Study • IAPI ADFX Awards, Bronze, AdFx Awards, 2012, pp. 0-0

Denny, a grocery brand in the Irish Republic owned by Kerry Foods, was faced with falling sales in the sliced meats market as Irish consumers turned to cheaper alternatives.
Unilever focuses on e-commerce, brand purpose and market share in new business reality

Article • Anna Hamill, WARC Exclusive, July 2020

Unilever, the fast-moving consumer goods manufacturer, is responding to the on-going challenges posed by COVID-19 through maximising flexibility and focusing on the biggest opportunities.