Hellmann’s Real Food Movement sweeps up at CASSIES
Unilever Canada and Ogilvy take the Grand Prix and two Golds in the 20th annual effectiveness awards.
Unilever Canada and Ogilvy were the biggest winners of last night’s CASSIES in Toronto, taking home the Grand Prix as well as two Golds for Hellmann’s ‘Real Food Movement.’ The ‘Eat Real, Eat Local’ effort topped the Best Integrated and Sustained Success categories at the ICA’s annual advertising effectiveness awards.
The campaign, which underscored Hellmann’s all-natural ingredients, began with a multi-city community garden project in 2007 and went on to include a mini-documentary about the amount of imported product vs. homegrown in Canada’s food system, as well as TV, digital, social media, in-store, print and PR. Over the three years of the case, Hellmann’s mayonnaise’s market share increased from 25% to 29.3%, overtaking market leader Kraft Miracle Whip.
DDB Canada’s Knorr Sidekicks ‘Salty’ campaign took two more gold for Unilever (Best Integrated and Off to a Good Start), and Sid Lee’s Taste Tag program for Societe des Alcools du Quebec also nabbed two gold CASSIES (Retail and Best Launch). Other gold winners included: Nissan Canada’s SE-R campaign by TBWAToronto; Molson-Coors Canada’s Molson Canadian 67 launch by CP+B Canada (Off to a Good Start); Dentsu Canada’s campaign for the Sunnybrook Foundation and Wunderkind’s Because I am a Girl program for Plan Canada both took Not for Profit Gold; and Saint-Jacques Vallee Y&R’s Activia work for Danone was recognized for Sustained Success.
This year, there were no CASSIES awarded for Best Use of Media.