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Krispy Kreme: Giving Graduates Their “Senior Moment” During a Pandemic

Case Study • SABRE Awards, Gold, North America, 2021

Krispy Kreme, a doughnut brand, launched its Graduate Dozen campaign to target high school graduates in the US who had been robbed of their graduation ceremony by the COVID-19 pandemic.

Rich’s Africa: WhatsApp Chatbot

Case Study • MMA Smarties, Bronze, EMEA, 2020

Rich's, a family-owned food company, developed a WhatsApp chatbot and promoted it across Africa using social media, email and SMS marketing, and QR code stickers.

Tinkies: Celebrate Everything

Case Study • MMA Smarties, Silver, EMEA, 2020

Tinkies, a sponge cake brand, encouraged consumers in South Africa to create and own moments by giving its audience a platform to Celebrate Everything with Tinkies.

Eti Puf: Music Academy

Rankings • WARC Media 100, 2021

Biscuit brand Eti Puf connected with younger generations and increased brand awareness with an AR music app.

Molenberg: Level the playing field

Case Study • Sian Kitchen, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Premium bread brand Molenberg turned to sponsorship to raise awareness and increase sales in New Zealand, while simultaneously championing gender equality.

Dawn Foods: The voice of the customer

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Dawn Foods, a bakery manufacturer and ingredients supplier, created an international online community to gain key customer insights.

Rice Krispies Treats: Krispie Kitchen

Case Study • Chris Harder, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Confectionery brand Rice Krispies Treats recruited a virtual assistant to increase sales in the holiday season and boost the connection between American parents and their kids in a fun new way.

George Weston Foods: Unleash the Golden® Crumpet

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

George Weston Foods, a food company, increased the purchase frequency of its Golden Crumpets in Australia by launching a film of a crumpet that dreamed of having different toppings.

YouGov Ad of the Month – Malaysia: Chipsmore

Opinion • BrandIndex, November 2020

Malaysian chocolate chip cookie Chipsmore is the brand that has achieved the highest uplift in its Ad Awareness during October.

Havanna Reinvention: How to keep brands relevant in a volatile global context

Research Paper • Alan Aurich, Alejandro Alcedo, Fernando Moiguer, Magdalena Iocco, Lorena Cura, ESOMAR Conference papers, Latin America, 2020

Havanna, a food company, stepped out of its comfort zone to re-think its business model and value proposition while facing new consumer trends and a transformation in the competitive scenario in Argentina.

How Soreen used its loaf to become a millennial favourite

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Soreen, a brand of malt loaf, produced a series of OOH, TV and social ads in the UK that elongated the 'ee' in its name to position it as a snack for millennials that keeps them going.

Peek Freans RIO: Birthday Celebrations with RIO

Case Study • Yumna Yousuf, Bisma Khan, WARC Awards for Asian Strategy, Entrant, 2020

The launch of a new variant, coupled with a repositioning using animated characters, saw biscuit brand Peak Freans Rio boost relevance with its core target audience of kids in Pakistan.

Peek Freans Sooper: Bringing All Junooni's Back To Life

Case Study • Yumna Yousuf, WARC Awards for Asian Strategy, Entrant, 2020

Biscuit brand Peek Freans Sooper harnessed the power of nostalgia to reconnect with its core target audience and enhance brand love in Pakistan.

Sunfeast Dark Fantasy: Making India Give Into Everyday Chocolate Indulgence

Case Study • Monica Reddy, Ankit Sharma, WARC Awards for Asian Strategy, Entrant, 2020

Biscuit manufacturer Sunfeast used TV, print and digital to change perceptions of its Dark Fantasy biscuit from an occasional treat to everyday consumption in India.

Mondelez doubles down on e-commerce advertising

News • 07 June 2020

Mondelez International, the snacks company, has doubled down on advertising on e-commerce platforms as it seeks to reach consumers near the point of digital purchase.

Mondelez’s strategy for doubling down on e-commerce

Article • Stephen Whiteside, WARC Exclusive, June 2020

Mondelez International, the snacks company, is doubling down on e-commerce in line with changing consumer habits.

Danerolles: How a fresh dough brand regained strength at home and beyond

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

Danerolles, a fresh dough brand, increased value market share and awareness across Europe by launching new brand packaging with bold colours and a new brand idea that better represented its enthusiasm for food enjoyment.

US, Bread, cake & biscuits Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the bread, cake & biscuits sector in the United States since 2007.

Koala's March Cocoa Vanilla: Leaning Tower of Black Koala's March

Case Study • Kongpope Siriwattanagarn, Tanachai Sutthisareesakul, Nattanyaporn Jiragoontansiri, WARC Awards, Entrant, Effective Social Strategy, 2020

Koala's March, the Japanese biscuit brand, used a fun online challenge to launch a new flavour to teens in Thailand.

Pure Magic Chocolush: Chocolush Relaunch

Case Study • Rasika Fernandes, Ramanathan V, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Pure Magic Chocolush, a chocolate brand, successfully launched a campaign that used India's social morality traditions to engage young consumers to indulge on their public displays of affection as much as when buying its chocolate, resulting in market share increase.

Rice Krispies Treats: Krispie Kitchen

Case Study • Jessica Perrin, WARC Awards, Entrant, Effective Innovation, 2020

Confectionery brand Rice Krispies Treats increased sales during the holiday period in the US with Krispie Kitchen, an immersive, Christmas treat-making experience with Google Assistant.

Buondì Motta: The Asteroid

Rankings • WARC Effective 100, 2020

Buondì Motta, a breakfast snack brand, increased sales by launching a controversial TV campaign aimed at the modern Italian family.

What General Mills learned from launching LÄRABAR in the UK

Article • Anna Hamill, Event Reports, POPAI Retail Marketing Conference, February 2020

Lärabar, an all-natural energy bar owned by General Mills, was a market leader in the US, but launch in the UK required a strategic and hyper targeted approach.

Buondì Motta: The Asteroid

Case Study • WARC Cases, 2017

Breakfast bread Buondì Motta generated sales increases and huge buzz with a controversial TV campaign aimed to appeal to the modern Italian family.

Sunfeast Dark Fantasy: A lot can happen inside

Case Study • MMA Smarties, Silver, India, 2020

Sunfeast Dark Fantasy, a food and beverages company, launched a music to promote the brand within a fast-growing segment.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2021

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
Denny: Fighting commoditisation with differentiation

Case Study • IAPI ADFX Awards, Bronze, AdFx Awards, 2012, pp. 0-0

Denny, a grocery brand in the Irish Republic owned by Kerry Foods, was faced with falling sales in the sliced meats market as Irish consumers turned to cheaper alternatives.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Chobani: #PlainInspiring

Case Study • Maria Gioffre, WARC Prize for Social Strategy, Silver and Special Award for Analytics, 2015

This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.
Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.