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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.

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.

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.

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.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino-Dominguez, WARC Awards for Asian Strategy, Entrant, 2020

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

Cottage Delight: Redesign – A celebration of variety and food discovery

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2020

Cottage Delight, a gourmet food company, increased sales and revenue in the UK by rebranding its packaging with new colours and a bunting design, celebrating culinary discovery.

McCormick: Reversing decline in a growing category

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

McCormick, a food company, increased sales and reach in the UK by redesigning its packaging to communicate the origins and flavour profiles of its ingredients.

Hidden Valley Ranch: National Ranch Day

Case Study • SABRE Awards, Gold, North America, 2020

Hidden Valley Ranch, a ranch dressing brand, increased brand awareness in the US by launching a 24-foot bottle installation that allowed visitors to fill any size container with its ranch dressing.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino-Dominguez, WARC Awards, Bronze, Effective Social Strategy, 2020

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

Puck: Save the Cows

Rankings • WARC Effective 100, 2020

Puck's Blue Jar Cheese, a food brand, used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

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

Rankings • WARC Media 100, 2020

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.

Hellmann's: Real Food Rescue

Rankings • WARC Media 100, 2020

Hellmann’s Mayonnaise, a food brand, used video, social, out of home and on-ground activations to raise awareness about food waste and redefine its corporate responsibility in Canada.

Puck: Save The Cows

Rankings • WARC Media 100, 2020

Knorr: The Irreplaceable Home Taste

Rankings • WARC Media 100, 2020

Knorr, a food and beverage brand, launched AI in-video ad technology to embed ads within popular Hong Kong sitcom Come Home Love: Lo And Behold, to increase sales and boost brand awareness.

Marmite: Lovers, Don't Spread The Hate

Rankings • WARC Creative 100, 2020

Marmite, the Unilever-owned food spread, revamped its ‘you either love it or hate it’ brand positioning in the UK by addressing the issue of breakfast contamination.

Unilever Group (Packaged Food)

Article • Euromonitor Advertiser Profiles, February 2020

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

Heinz: Mahomes 57

Case Study • SABRE Awards, IN2, North America, Best Earned Media with Influencers + Communities, 2020

Ketchup brand Heinz Tomato Ketchup leveraged NFL star Patrick Mahomes' love for the condiment to create a social media storm in the US, at zero cost.

Knorr: The Irreplaceable Home Taste

Case Study • Alana Zervos, WARC Media Awards, Gold and Early Adopter Special Award, Effective Use of Tech, 2019

Seasoning brand Knorr employed innovative AI In-Video Ad Insertion Technology to embed ads within popular Hong Kong sitcom Come Home Love: Lo And Behold to increase sales and boost brand awareness.

Puck: Save the Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Media Awards, Silver and Effective Native Special Award, Effective Use of Partnerships and Sponsorships, 2019

Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

Bango: FJB – Celebrating authentic taste of Indonesian cuisine

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2019

Soy sauce brand Bango focused on digital to revive excitement around authentic Indonesian cuisine and, in turn, boost ongoing sales.

Hellmann’s: Real Food Rescue

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2019

Food brand Hellmann's launched a multi-media mission to defend market share while spreading awareness of how much food is wasted in Canada.

Knorr: The Recipe Doctor

Case Study • Anish Appukuttan, Le Nga, Nguyen Phuong , WARC Media Awards, Entrant, Effective Channel Integration, 2019

By focusing on message delivery to only the most relevant potential consumers, food and beverage brand Knorr increased sales and improved advertising efficiency in Vietnam.

Knorr: Goodness calendar

Case Study • MMA Smarties, Best in Show, South Africa, 2019

Knorr, a food and beverage brand, encouraged South African consumers to make more nutritious meals by creating mobile technology that sends pop-up reminders of nutritious recipes around mealtimes.

Knorr Recipe Pal: Bringing Back The Cooking Habit of Filipinos

Case Study • MMA Smarties, Bronze, X (Global), 2019

Knorr, a food and beverages brand, reversed declining sales in the Philippines by launching a cooking-pal service that directly engages users' during mealtimes.

What we know about brand launches

Article • WARC Best Practice, May 2021

Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
How to launch a new brand

Article • Nick Kendall, WARC Best Practice, May 2017

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.
How to expand your brand architecture: strategies for successful brand launches

Article • Jenni Romaniuk, Admap Magazine, October 2018

Discusses the factors to consider when creating the identity of a new brand launch.
What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.
How to launch a brand successfully: insights from the Ehrenberg-Bass Institute

Article • Stephen Whiteside, Event Reports, Warc Webinar, February 2016

This article provides an insight into successful launch strategies for new brands, based on research covering different categories and countries.
Five principles of innovation: how Kraft Heinz entered China’s snacks category

Article • Low Lai Chow , Event Reports, FUTR Asia Summit, October 2018

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.