Food Products

The Shortlist
CAMPAIGN
Dove Silky Smooth ASMR
AGENCY
BBDO and Proximity
CLIENT
Mars Food
BRAND
Dove
DETAILS
This is the story about how Dove managed to revive interest for its “silky smooth” chocolate, providing a new way to experience the pleasure the product delivers, directly through brand content. Indeed, after years of picturing floating pieces of brown silk in its advertisement, Dove was seeing its consumers shifting away to more exciting pleasure propositions. This was the time to make communication stand for sensorial experience rather than talking about it. For the first time ever, a brand has used ASMR (Autonomous Sensory Meridian Response), to re-create the feeling of “silky smooth” chocolate pleasure, through a combination of audio-visual sensorial triggers other than taste. An innovative experience, which has brought Dove back into the conversation with 867 million online impressions* and 2,756,657 interactions*, while contributing to a 2.3 points increase in market share** and a 55% increase in Dove flagship online store sales***.
 
*Source: Internal Media Tracking Report
**Source: Nielsen September 2015
***Source: Internal e-Commerce Accounts Offtake Report
CAMPAIGN
Jelly Tip July
AGENCY
Colenso BBDO
CLIENT
Fonterra Brands, Tip Top
BRAND
Jelly Tip
DETAILS
Winter might seem like the worst time to sell ice cream. Especially when you’re trying to sell a product that hasn’t changed in 60 years.  But that’s what we did.  
 
We called it Jelly Tip July. A campaign that made a new generation care, share and talk about a product to them that had become wallpaper in the chiller. We used influencers, radio, a myriad social platforms (SnapChat, Periscope, Facebook) to bring the love back to Jelly Tip. 
 
We were able to turn what is traditionally the coldest month of the year, to the hottest in the history of Jelly Tip sales, through comms alone. 
 
We had nothing to offer our target, no R+D, no new packaging, no new distribution channels, the only thing we could do was talk to them. 
 
Talk sure is cheap, but in this instance it was profitable too. 
CAMPAIGN
Lay's Can't Hold Us!
AGENCY
J. Walter Thompson Taipei
CLIENT
Pepsico
BRAND
Lay's
DETAILS
Lay’s is a leading brand in Taiwan’s salty snack market sector. As people are getting more and more conscious about healthy diet, however, the brand has faced with a challenge against consumers’ dietary choice and purchasing behaviour. How do we make sure our consumers remain as Lay’s fans?
 
According to Lay’s statistics, “taste” is the most important factor for brand choice. Therefore our strategy was to show how Lay’s is world’s greatest snack by intriguing consumers to do anything to enjoy it.
 
Culturally, Taiwanese people are pretty reserved, so we created a campaign to get them out of their comfort zones by getting them to help us turn a familiar arcade game - the human lottery machine – into an activation for Lay’s. The ask: how could people pick up as many Lay’s packages as possible, not just with their hands but instead, with their entire bodies. Countless creative ideas were contributed by the participants, and a ton of people queued to get strapped into the resulting three interactive engagement events: “Human Claw Machine,” “Open Sesame Elevator,” and “Human Lottery Machine”.  These videos went viral, reinforcing the idea that Taiwanese would do anything to get their hands on more Lay’s. 
 
The campaign, despite a limited budget, attracted more than 40 million views online
CAMPAIGN
Must Be Milk
AGENCY
Colenso BBDO
CLIENT
Fonterra Brands, Anchor
BRAND
Anchor
DETAILS
After years of trying to differentiate the Anchor brand of milk in the eyes of New Zealand, in 2015 we made the decision to take a category leadership approach, and help New Zealanders fall back in love with milk again. The result was Must be Milk – a multi level campaign to promote the overall benefits of milk. A brave strategy, which reversed a ten-year decline in overall milk consumption in New Zealand , and drove a 1.3m litre increase in Anchor branded milk in just four months.  And, it earned Fonterra New Zealand a gold award at the 2015 NZ Effies.
CAMPAIGN
Nam Ngu - The Best Meal in The World
AGENCY
Redder Advertising
CLIENT
Masan Consumer
BRAND
NAM NGU
DETAILS
The Vietnam’s local No.1 fish sauce brand, Nam Ngu, wants to lift up the brand preference with Mom targets by recognizing the best care of Moms for their children through their heart made meals, which the brand is a part of, on a very special occasion, The University Entrance Exam. More than 2.4 million Youtube views, 500,000 Facebook Interactions including 120,000 shares, 150 earned PR stories, 30% brand preference lift up, 2% market incremental share are the campaign successful result.
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