Food Products

The Shortlist
CAMPAIGN
Oreo 1,000,000 Minutes of Bonding
AGENCY
FCB Malaysia
CLIENT
Mondelez Malaysia
BRAND
Oreo
DETAILS
CAMPAIGN SUMMARY
As a result of today’s fast-paced society, work stress and technology-related distractions often interfere with the way families interact. Reports show that Malaysian families are now spending less time together.
 
Staying true to its brand belief in keeping the spirit of family bonding alive around the world, Oreo seized the opportunity to bring Malaysian families closer, making sure that every minute spent together mattered. Oreo’s 1,000,000 Minutes of Bonding Moments campaign was a mission to highlight the importance of genuine, quality family moments by rallying Malaysians to commit to this cause. Families were encouraged to pledge to 1,000,000 minutes of family bonding.
 
A holistic 360 campaign covering TV, consumer activation, press, radio, digital, and in-store branding saw Oreo providing unique and useful family bonding suggestions across all touchpoints. Families were given tips on indoor and outdoor bonding activities, along with meaningful ways for parents to connect with their kids. On Father’s Day, Oreo rewarded families by taking over cinemas nationwide with a free movie screening.
 
Oreo not only surpassed its target of collecting 1,000,000 minutes of family bonding, along the way the brand won the hearts of Malaysian families as well. This campaign catapulted just another cookie into an iconic snack that has now become integral to family bonding moments. 
CAMPAIGN
Say It with Chocolate
AGENCY
Geometry Global
CLIENT
Mondelez Malaysia
BRAND
Cadbury Dairy Milk
DETAILS
CAMPAIGN SUMMARY

Cadbury Dairy Milk was becoming less relevant to people, so we found a new role for the bar in gifting. Our target audience of twenty something Malay and Chinese consumers, considered gifts as a device to express what a person feels about another. So we showed them how a gift of CDM is the perfect way to add meaning to their words.
 
We turned a plain bar of chocolate into a bespoke greeting card and invited people to ‘Say it with chocolate’.  In TESCO stores across Malaysia during Hari Raya Aidilfitri, the biggest gifting occasion in Malaysia, a modified letterpress machine was used to imprint messages that consumers desired on a bar of CDM.  The idea helped to change people’s perceptions of CDM as a gift, leading to a substantial lift in sales.
CAMPAIGN
Especially for You Christmas Campaign
AGENCY
Ogilvy & Mather Philippines
CLIENT
Mondelez Philippines
BRAND
Toblerone
DETAILS
CAMPAIGN SUMMARY

ESPECIALLY FOR YOU: TOBLERONE’S CHRISTMAS TRIUMPH

 
When Christmas comes around, you can expect to receive chocolates as a present. It’s a go-to holiday gift – a quick buy at the nearest store and a safe gift choice. After all, who doesn’t enjoy chocolate?
  
But because chocolate is so safe a gift, it has become a generic Christmas gift, just like coffee mugs and notepads. The act of chocolate gift-giving has become impersonal.
 
Toblerone set out to be the preferred chocolate for Christmas gifting. To do that it had to break out of the generic chocolate gift mould that the rest of the category was mired in.
 
Toblerone targets Millennials, a segment that believes a gift is a reflection of how they feel towards others. Giving generic gifts, therefore, is considered impersonal. On the other hand, Giving gifts with a personal touch makes a world of difference.
 
This is the story of how Toblerone made Christmas gift-giving more meaningful through mass personalisation, and how it became the #1 premium chocolate brand of the Christmas season.
 
CAMPAIGN
Putting Our Heart Back on Our Sleeve
AGENCY
Ogilvy & Mather Asia Pacific
CLIENT
Unilever
BRAND
Lady's Choice
RESULT



DETAILS
CAMPAIGN SUMMARY

Lady’s Choice is a “local jewel” of a food brand that has been in the Philippines since 1956, and a mention of it elicits a smile of nostalgia from most Filipinos working abroad. It makes them think of their Mums. However, despite the latent brand love, the brand lost touch with Mums at crucial moments in their purchase journey. As a result, in 2012 it was experiencing significant decline in growth at -6% yoy.

To become the brand used most often again, we had to remind Mums of the quality in our mayonnaise products. But, like people, it’s normally the brands that just talk about themselves that get ignored. So how could we correct their perception without turning them off?
 
The agency refocused the client on marketing a different product offering and going back to communicating off the root of the brand, which was a respect for Mum.
 
We decided to go back to the emotional space where the brand was in the 1980s when the Philippines had its first female president. We even brought back the endline – “Mom, You’ll Always Be The Best”. We celebrated her as a “Maabilidad Mum” – a savvy magician who made joy happen out of thin air.  
 
This simple, heart-on-sleeve campaign directly resulted in Lady’s Choice becoming top of mind, improving quality perceptions and leading us back to the position of brand used most often. By treating “consumers” like we would treat our own Moms, we led the brand back in 2013 to +9% growth.
CAMPAIGN
Special Delivery
AGENCY
Mondelez International
CLIENT
Mondelez Australia
BRAND
Cadbury
DETAILS
CAMPAIGN SUMMARY

In 2013 Cadbury set a new brand mission: to ‘make the world a more joyful place’. 2013 was kicking off with a ‘win a free block of chocolate’ promotion, as we did in 2012 and 2011. However, in 2013 it was imperative that this promotion did more than simply get more people buying Cadbury Dairy Milk... it needed to actively bring to life Cadbury’s mission of making the world a more joyful place.
 
But ‘joy’ is different for everyone - something that brings you joy is probably completely different from the person next to you. So we had an immense challenge to create a promotion that made everyone in Australia more joyful.
 
With a limited budget, the goal was to try and reach roughly 25% of Australian’s with our joyful promotion (about 5 million people) in order to generate 40,000 entries.
 
To achieve this the campaign embraced the challenge of ‘joy being different for everyone’ and used it as a positive. We actually celebrated the unique and random nature of joy, and brought it to life for real - so that people could see it and experience it for themselves.
 
In doing so we created a campaign that, whilst based on someone’s personal joy, was able to bring joy to millions of other people as well where we reached over 10.4 million people (more than double our goal) and generated just over >50,000 entries. All part of our mission to make the world a more joyful place.
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