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Knorr: Rooftop farms

Case Study • Tahaab Rais, Yasmine Shehab, Yosr Khalifa, WARC Prize for MENA Strategy, Shortlisted, 2021

Food brand, Knorr's, Rooftop Farms campaign made a lasting impact on the hunger crisis by empowering those living in poverty in Egyptian cities to grow their own food.

ORINIGIRI: Beyond a product

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

ORINIGIRI, an artistic form of eating, was used at the centre of a campaign to help the people of Japan return to towns that had lost customers due to the COVID-19 pandemic through a shopping street project.

Henderson's Relish: Rebrand

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

Henderson's Relish, a condiment brand, increased sales in the UK by redesigning its bottle packaging to better stand out and providing a key product descriptor to help consumers understand how best to enjoy it.

Potts Partnership: Packaging

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

Potts Partnership, a fine food products company, relaunched its stock range in eco-friendly cans in the UK to increase sales and promote its brand commitment to sustainability.

What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.

Arm & Hammer: Alternate Uses for Baking Soda

Case Study • MMA Smarties, Silver, MENA, 2020

Arm & Hammer, a brand of baking soda products, leveraged mobile gaming in the Middle East to educate users about alternative uses for baking soda.

Heinz: Summer isn’t summer without Heinz

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

Condiment brand Heinz Ketchup increased sales and brand equity during Covid-19 restrictions in Canada with a multichannel campaign that included a jigsaw puzzle and a hotdog delivery partnership.

Master: Kraft Heinz Master Soy Sauce equity campaign

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

Kraft Heinz-owned soy sauce brand Master used TikTok and Bilibili to widen the preference gap and grew sales and market share in China by changing its brand proposition from umami expert to champion of women's cooking.

B Honey: The Purple Hive Project

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

Food company Bega Foods Limited launched its B honey brand in Australia with an AI-driven beehive project to educate consumers about the dangers of the Varroa destructor mite.

Knorr: Rooftop Farms

Case Study • Tahaab Rais, Yasmin Shehab, Yosr Khalifa, WARC Awards for Effectiveness, Silver, Brand Purpose, 2021

Food and drink brand Knorr created a city rooftop farm initiative to establish itself as a socially responsible and purposeful brand in Egypt.

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.

Frank's RedHot: Put That S#!t On Twitter

Rankings • WARC Media 100, 2021

Frank’s RedHot, the spicy hot sauce brand, increased consumer engagement and brand love during the Super Bowl by showing you could pair the sauce with literally anything.

ARF study: Customer loyalty remains robust for large CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, March 2021

A study by the Advertising Research Foundation (ARF), the trade body, found that large brands in the consumer-packaged goods sector have witnessed robust loyalty over time.

Agree to Disagree: Jif Settles the Jif vs. Gif Debate

Case Study • SABRE Awards, IN2, North America, Best Meme/Viral Campaign, 2021

Jif, a peanut butter brand, collaborated with GIPHY to enter the debate on the proper pronunciation of the word GIF with its #JIFvsGIF campaign.

Unilever Group (Packaged Food)

Article • Euromonitor Advertiser Profiles, February 2021

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Magnum, Knorr, Flora and Kellogg's.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using Facebook Live to break e-commerce records.

Jif: That Jif'ing Good

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Jif, a peanut butter brand, highlighted the superior taste of Jif peanut butter with its humorous campaign That Jif'ing Good that showed consumers would go to any lengths for a taste of Jif's peanut butter.

Riviana Foods: This Rice Unites

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Riviana Foods, a food brand, increased brand awareness among Hispanics, particularly among millennial Hispanics, in the USA with its bilingual campaign This Rice Unites.

Nutella: Nutella Gemella

Case Study • WARC Cases, 2019

Hazelnut spread brand Nutella drove brand equity and engagement among Italian millennials with a promotion that brought people together to encourage openness to diversity.

How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.

Kraft Heinz adapts for the ‘next normal’

Article • Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020

This article examines the how the food business Kraft Heinz reacted to the pandemic and what it sees as important long-term trends.

MAGGI Masala-ae-Magic: How MAGGI spiced up the land of spices

Case Study • Pritish Mukherjee, Bikram Bindra, WARC Awards for Asian Strategy, Entrant, 2020

International food brand Maggi leveraged TV, print and YouTube to appeal to millennial mothers and grow sales of its Masala-ae-Magic spice mix in India.

Kecap ABC: Real Husbands Cook

Case Study • Eldon Dcruz, Saurabh Dahiya, Hari Ramanathan, WARC Awards for Asian Strategy, Entrant, 2020

Cooking aid brand Kecap ABC deployed an above-the-line campaign in Indonesia to position itself as ally to working women and close the gender equality gap in the kitchen.

ITC Aashirvaad Atta: The difficulty of being a food brand in India

Case Study • Rasika Fernandes, Namrata Kumar, WARC Awards for Asian Strategy, Entrant, 2020

Aashirvaad Atta, a wheat flour brand, taught Indian mothers how to cook creatively with wheat flour, driving an increase in sales.

ITC Aashirvaad: Breaking traditions to strengthen bonds

Case Study • Rasika Fernandes, WARC Awards for Asian Strategy, Entrant, 2020

Flour producer Aashirvaad used TV, digital, social media and on-ground sampling to launch its ready-made Koora Karam spice mix in South India and, in the process, created a new category.

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.