Food | WARC

Parle 20-20: A cookie's take on the world

Case Study • Navonil Chatterjee, Siddhant Lahiri, Aditi Anand, WARC Prize for Asian Strategy, Entrant, 2019

Parle, one of India's largest confectionery companies, used a light-hearted multichannel campaign to promote its cookie brand to millennials in a fresh way and grow brand love.

Peek Freans Cake Up: Enabling Moments of Togetherness

Case Study • Rana Waleed Altaf, Zahra Fatima Ali, WARC Prize for Asian Strategy, Entrant, 2019

English Biscuit Manufacturers (EBM) entered an unregulated, wholesale-led cupcake category in Pakistan and increased sales of its Peek Freans Cake Up by carving its own infrastructure channel to build awareness.

Voiz: The Secret

Case Study • Pinyada Napathorn, Isaree Piriyakiatsakul, WARC Prize for Asian Strategy, Entrant, 2019

Voiz, the waffle and biscuit brand, in the face of intense competition and a crowded market, maintained its market share and shelf space and increased the price of its product by using social media to stand out to its teen audience.

How Abbott’s Village Bakery became a breadwinner

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2019

Abbotts Village Bakery, a bread brand, encouraged Australians to buy its products by launching new packaging, a new product range and a TV to showcase it.

Marie Gold: MyStartup

Case Study • SABRE Awards, South Asia, Superior Achievement in Research and Planning, 2019

Marie Gold, a biscuit brand, launched a competition for non-workers to win money to start their own business venture in India.

Oreo's formula for cultural connectivity

News • 23 July 2019

Oreo, the cookie brand, has extended its appeal to new audiences by driving cultural connectivity with a diverse range of consumers.

Oreo taps seemingly endless love of playful, cultural brand connections

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Oreo, the cookie brand owned by Mondelez International, has ensured its continuing relevance by mixing an emphasis on playfulness with a presence in popular culture.

McVitie's Moments

Case Study • Design Business Association, Bronze, 2019

McVitie's, a British biscuit and cake brand, drove retail sales in the UK for its new Moments products by redesigning its packaging to reflect coffee shop culture.

Allinson's

Case Study • Design Business Association, Silver, 2019

Allinson’s, a wholemeal bread brand, increased sales in the UK by redesigning its packaging to feature a new symbol that reinforced the brand as one steeped in expertise and history.

Branding for The Primal Pantry

Case Study • Design Business Association, Silver, 2019

The Primal Pantry, a raw food manufacturer, increased market share in the UK by redesigning its identity to appeal to health food lovers across the country.

Parle 20-20: A cookie's take on the world

Case Study • Navonil Chatterjee, Siddhant Lahiri, Aditi Anand, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Parle, one of India's largest confectionery companies, used a light-hearted multichannel campaign to promote its cookie brand to millennials in a fresh way and grow brand love.

RITZ Crackers: Top Your RITZ

Case Study • Kayla Ovington, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

RITZ Crackers, the snack brand, worked with three American supermarket chains to increase sales.

belVita Breakfast Biscuits: Resolving to create a better breakfast routine

Case Study • Jeannette Murphy, WARC Awards, Entrant, Effective Social Strategy, 2019

Mondelēz International employed a blogger-based campaign to raise awareness and drive trial of its belVita biscuit brand among health-conscious US millennial mom shoppers.

OREO Cookies: My OREO Creation

Case Study • Stephen McGowan, Fiona Noone, WARC Awards, Entrant, Effective Social Strategy, 2019

Cookie brand OREO used a consumer-involvement campaign to maintain excitement for its cookies in the US market and keep fans engaged.

Voiz: The Secret

Case Study • Pinyada Napathorn, Isaree Piriyakiatsakul, WARC Awards, Entrant, Effective Social Strategy, 2019

Voiz, the waffle and biscuit brand, in the face of intense competition and a crowded market, maintained its market share and shelf space and increased the price of its product by using social media to stand out to its teen audience.

RITZ Crisp & Thins: #WinWithRITZ

Case Study • Cindy Abramson, Laura Scott, WARC Awards, Entrant, Effective Innovation, 2019

RITZ Crackers, the food brand, used a celebrity influencer and radio partnerships in a multi-lingual campaign to launch a new product targeting Hispanic men in the US.

What’s working in biscuits, breads and cakes

Article • WARC Category Intelligence, March 2019

Campaign updates and category trends in biscuits, breads and cakes.

Arnotts: Apocalypse Steve Hansen

Rankings • WARC Media 100, 2019

Arnotts, an Australian biscuit brand, partnered with a celebrity in an integrated campaign with a series of entertaining videos at its centre.

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.

Lexus: Every moment holds a little delight

Case Study • Candy How, Rachel Chew, WARC Prize for Asian Strategy, Entrant, 2018

Malaysian biscuit brand Lexus gained penetration and market share by running a multimedia campaign around a new product launch focusing on mothers and families.

Mission Foods Malaysia & Emborg Malaysia: #PerfectTogether

Case Study • Dragons of Asia, Best Use Of Public Relations, Silver, Dragons of Malaysia, 2018

Mission Foods, a food product supplier, launched a campaign that showed Malaysians the Mission Foods products that go #PerfectTogether with other food items rolled out during Ramadan.

Sunfeast Farmlite Priceless Gifts: ITC India

Case Study • Dragons of Asia, Best Small Budget Campaign, Bronze, 2018

Sunfeast Farmlite, a biscuit brand, encouraged Indian consumers to commit to a healthier lifestyle by launching a gift shop where products were paid for using calories burnt in the gym.

Dueto: Game In A Game

Case Study • MMA Smarties, Bronze, Indonesia, 2018

Dueto, an Indonesian biscuit brand, increased awareness and sales among children in Indonesia by launching an in-app mobile mini game featuring a popular cartoon character.

Aashirvaad Atta: Taking fake news head on – Channelizing into brand growth

Case Study • Emvies, Best Media Strategy, Consumer Products, Confectionery and food, 2018

Aashirvaad Atta, India's No 1 branded atta, tackled a potentially damaging viral 'fake news' video that threatened its reputation with a 'Brand Voice' counter-campaign.

Little hearts: Breaking hearts in Fun way

Case Study • MMA Smarties, Finalist, India, 2018

Little Hearts, a biscuit brand, increased awareness in India by launching an in-ad mobile game to reach millennials.