Food Products

The Shortlist
CAMPAIGN
Hershey's Happygrams
AGENCY
MRM//McCann Singapore
CLIENT
The Hershey Company
BRAND
Hershey's
DETAILS
In the Philippines, where natural disasters and societal issues create a million reasons to frown, Hershey’s Milk Chocolates delivered over 8 million reasons to smile with Hershey's Happygrams: virtual chocolates sent out through a fun real-time social media campaign. Hershey’s listened in on user status updates and responded to each one with a personalized message of cheer (a “Happygram”) to make that user moment better.
 
The campaign smashed all targets, revitalizing the brand and growing market share while building strong affinity for Milton S. Hershey’s 112 year-old mission of spreading cheer to the world, one smile, one person, one moment at a time.
CAMPAIGN
How Mini Oreo became an out of home snack in just one day?
AGENCY
FCB
CLIENT
Mondelēz International
BRAND
Mini Oreo
DETAILS
Mini Oreo was seen as a little Oreo and was eating into its shares thereby limiting the growth for both the brands. It was hence important to create a separate identity for that. Due to its bite-sized format and portable packaging, Mini Oreo could easily pass off as a snack that could be consumed while on the go. This positioning was important to establish to take it away from the Oreo umbrella. The target audience was defined as youth to clearly demarcate itself from Oreo which talks to mothers and families. 
Social media is the biggest and the most effective medium to reach the youth in Indonesia. Facebook with almost 75 million users was the undoubted leader when it comes to social media. However every other brands was doing something to engage this audience and hence it became more important to do something unique. For the first time ever, a real time response through a video campaign captured the attention of the right audience, conveyed the message and helped the brand grow in the right direction.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters