AdForum
Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Food & Beverages

 
There’s something hedonistic about the thought of good food and drink, which may be why this category attracts the most light-hearted advertising.

If you need a laugh, this is the category for you. Wit and levity are on display in ad after ad, starting with the latest version of the Snickers hunger games. FP7/CAI found a hilarious way of drumming in the names of the Egyptian soccer team for Coca-Cola, while Responsibility is a beer created purely as a play on words. More seriously, Dentsu managed to find a way of using candy to teach kids how to code. Sweet. But even when Heineken and Publicis Italy wanted to speak out against drinking and driving, they did it in the most charming way, with some special effects wizardry and a British motor racing legend. Cheers for that.

Most awarded
campaigns, brands &
agencies in
Food & Beverages in 2017

Most awarded
campaigns, brands and
agencies in
Food & Beverages in 2017

CAMPAIGNS

Brand, Title, Agency
1
Publicis Italy, Milan
2
Publicis Italy, Milan
3
Clemenger BBDO Melbourne
4
Dentsu Inc., Tokyo
5
Ogilvy Chicago
6
FP7/CAI, Cairo
7
McCann Worldgroup Italy, Milano
8
Publicis Italy, Milan
9
VML Ogilvy Japan, Tokyo
10
Wunderman, Boulogne-Billancourt
11
Colenso BBDO Auckland
12
Possible, Moscow

BRANDS

Brand

AGENCIES

Name
1 VML Ogilvy Japan, Tokyo
2 Clemenger BBDO Melbourne
3 BBDO New York
4 Colenso BBDO Auckland
5 FP7/CAI, Cairo

Watch

TitelNo Compromises
Agentur
Kampagne When You Drive, Never Drink
Werbende Heineken
Marke Heineken
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 6
Geschäftsbereich Bier, Cidre
Philosophie Heineken® has partnered with leading behavioural change experts to develop a programme for its responsible consumption campaign, When You Drive, Never Drink. Based on consumer research data and the insight that behaviour change starts in the place of decision making, Heineken® equipped a bar that encourages people not to drink and drive. Heineken®, in collaboration with Innovia Technology created a collection of nudges, reminders and prompts to change the psychology of drink drivers. These interventions were tested in a pilot study, conducted over a two-week period, in ten UK bars. The programme was also supported by leading nudge and behavioural design expert Sille Krukow. The results show promising signs of changing beliefs and behaviour around drink driving. THE KEY PRELIMINARY RESULTS: Prominent “nudges” deliver drink-driver reduction · The bars with the highest level of support for the pilot study saw a reduction of drink driving behaviour of up to 50% Peer support matters – it’s not just an individual decision · 80% of people said the programme would encourage them to support their friends not to drink alcohol if driving Public commitment is an impactful tool to promote drink driving behaviour change · 60% of people said the pilot made them think about changing their behaviour Prominence of alcohol-free options including Heineken® 0.0 made a positive impact on drink driving behaviour · 14% more customers said it was easier to access alcohol-free beers from control week to test week The set of interventions help empower consumers to make the right decision when driving, through; Signage encouraging drivers to stay alcohol-free Making alcohol-free drinks prominent; communicating and increasing availability of alcohol-free offers, and driver’s menus Rewarding positive behaviour through driver incentives and bar staff support Prompting people to make the right decision; reminders throughout the car park and bar through signage and POS material NEW COMMUNICATIONS CAMPAIGN As part of Heineken®’s integrated When You Drive, Never Drink platform, it has also launched a new communications campaign based on drink driving insights from the company’s research conducted in 2017[1]. The campaign includes a new TV commercial, ‘No Compromises’, featuring F1 World Champion Nico Rosberg and a digital ‘Designated Drivers Pledge’ to help people publicly commit to staying alcohol-free when driving. The campaign focuses on the social pressures surrounding drink driving and uses social proof to empower people to make the right decisions. Gianluca Di Tondo, Senior Global Brand Director Heineken® said; “For our responsible drinking campaign to be effective, we looked long and hard to understand the root causes of the problem, and in 2017 we attained valuable insights by conducting a global study that uncovered the behavioural drink driving triggers.” He continued; “This insight has given us the opportunity to better target our marketing in order to reduce drink driving by developing a robust behavioural change programme and a new communications campaign, both with a clear commitment to drive real change. We are proud that our initial results are promising, but this is just the beginning of our journey. The next step in this campaign is to work in partnership with our markets as we aim to roll this out globally”. Dr Helena Rubinstein, leading behavioural scientist from Innovia Technology, commented; “This is a tangible development in drink driving research. The approach Heineken® is taking is an innovative one. The interventions act together as part of a set and, in this relatively small sample size, have proven to be successful in reducing reported drink driving behaviour. Rolled out globally, this could help reduce drink driving incidents worldwide”. Launched at the Canadian Grand Prix, Heineken® will continue to communicate a powerful “Don’t drink and drive” message to a global audience through: F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives and packaging/point-of-sale activations.
Medientyp Fernsehen
Länge
Markt Niederlande, Großbritannien
Production Company
Director Sound Engeneer
Director Global Heineken® Brand
Communication Director Global Heineken® Brand
Communication Manager Global Heineken® Brand
Digital Manager Global Heineken® Brand
Global Chief Creative Officer Publicis WW & CEO Publicis Italy
Chief Creative Officer Publicis Italy
Executive Creative Director
Executive Creative Director
Associate Creative Director
Associate Creative Director
Strategic Planner
Producer
Worldwide Account Director
International Client Service Director
Account Supervisor
Account Executive
Director
Executive Producer
Producer
DOP
Post-Produktion
Creative Director
VFX Producer
Grad
Colourist
Cutter
Music track
Publishing Queen
Publishing David Bowie
Recording cover master sync
TitelDesignated Driver’s Pledge
Agentur
Kampagne When You Drive, Never Drink
Werbende Heineken
Marke Heineken
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 5
Geschäftsbereich Bier, Cidre
Medientyp Interaktiv
Länge
Redaktionsbüro
Production Company
Director Sound Engeneer
Director
Chief Creative Officer
Global Chief Creative Officer Publicis WW & CEO Publicis Italy
Filmproduzent/Produzent
Regisseur
Kolorist
Colourist
DOP
Brand Director
Director Global Heineken® Brand
Executive Producer
Texter
Communication Director Global Heineken® Brand
Etatdirektor
Direktor Fotografie
Producer
Executive Creative Director
Agency Producer
Producer
Art Director
Associate Creative Director
Strategieplaner
Strategic Planner
Schauspieler
Creative Director
Creative Director
Executive Producer
Worldwide Account Director
Spezialeffekte
VFX Producer
Executive Creative Director
Chief Creative Officer Publicis Italy
Executive Creative Director
Schauspieler
Kundenbetreuer
Account Supervisor
Spezialeffekte
Associate Creative Director
Communication Manager Global Heineken® Brand
Digital Manager Global Heineken® Brand
International Client Service Director
Account Executive
Grading/Online MPC
Musik
Post-Produktion MPC London
Produktionsfirma
Post-Produktion
Grad
Cutter
Music track
Publishing Queen
Publishing David Bowie
Recording cover master sync
TitelHungerithm
Agentur
Kampagne Hungerithm
Werbende Mars, Inc.
Marke Snickers
Datum der ersten Ausstrahlung/Veröffentlichung 2016
Geschäftsbereich Schokolade, Schokoriegel, Süßigkeiten, Kaugummi
Medientyp Case Study
Länge
TitelGlicode
BriefGlico has supported the growth and development of children for over 95 years. Through snacks and sponsorships, the brand is synonymous with Japanese childhood. Our snacks already make their way into the hands of children around Japan but we wanted to find a way to create something with real utility that truly aided a child’s development.While the world embraces programming education, Japan’s school curriculums are dated and lagging behind. So how could we combine the latest technology with the magic of our brand allowing our kids to keep up?We created GLICODE, the first ever educational app that uses image recognition to turn candy into code, teaching the fundamentals of programming. The app turns three popular products into bite-sized programming lessons which teach three basic principles: "BASIC SYNTAX", "IF STATEMENTS" and "LOOPS". GLICODE has already made its way into elementary schools and it's been incorporated into the national curriculum. ---- Glicode is the first ever educational app that uses image recognition to turn candy into code, teaching the fundamentals of programming. The app turns three popular products into bite-sized programming lessons which teach three basic principles: basic syntax, if statements and loops. In Japan Glico uses its iconic products to introduce children to the three principles of algorithmic thinking: basic syntax, loops and if statements. Using a smartphone and their favorite afternoon snack, eager minds lay out chocolate covered snacks, capture images and run sequences.
Agentur
Kampagne Glicode
Werbende Ezaki Glico Co., Ltd.
Marke Ezaki Glico
Datum der ersten Ausstrahlung/Veröffentlichung 2016 / 9
Geschäftsbereich Kekse, Brot, Knäckebrot
Story  
We created GLICODE, the first ever educational app that uses image recognition to turn candy into code, teaching the fundamentals of programming. The app turns three popular products into bite-sized programming lessons which teach three basic principles: "BASIC SYNTAX", "IF STATEMENTS" and "LOOPS". GLICODE has already made its way into elementary schools and it's been incorporated into the national curriculum.
Medientyp Anwendungen
Länge
Executive Creative Director
Creative Director
Strategieplaner
Strategieplaner
Strategieplaner
Art Director
Creative Teammitglied
Creative Teammitglied
Strategie/Planung
Produzent
Produzent
Produzent
Projektmanager
Regisseur
Executive Producer
Account Executive
Account Executive
TitelThe One Moment
Agentur
Kampagne The One Moment
Werbende K+S AG
Marke Morton Salt
Datum der ersten Ausstrahlung/Veröffentlichung 2016 / 12
Geschäftsbereich Gewürze
Medientyp Interaktiv
Länge
TitelThe Line Up Song (107s)
BriefAfter six years of not competing in any national competitions, and the previous team having retired, the players of the Egyptian soccer team were unknown to most people. As the team geared up for the African Cup of Nations, Coca-Cola needed to help Egyptians memorize the new line-up that was about to represent them. A cheery song did the trick.
Agentur
Kampagne The Line Up Song
Werbende Coca-Cola Company
Marke 46664/Coca-Cola
PostedApril 2017
Geschäftsbereich Soft Drinks, Tonics
Story Summary:
After 6 years of not competing in any national competitions, and the previous team having retired, the players of the Egyptian national team have become unknown to most people. As the team starts to gear up for the African cup of nations, coca cola, the brand that has always supported the Egyptian fan, needed to help Egyptians memorize the new line up that was about to represent them, and get them hyped for the football season.
Cultural Context:
On February 1st, 2012, a match held in Port Said Stadium between two rivals in the Egyptian League ended abruptly in a bloody massacre that turned the Egyptian fan into a victim and Egypt’s national sport, football, into the martyr. With a strict ban on live audiences at any matches for the next 3 years, Egypt’s favorite sport lost its fervor, its passion, its fans. Reflecting the country’s overall sentiment, our national team’s performance started to plummet, missing one too many chances at making it into important global championships. This in turn led to the team losing its fans not only physically but emotionally as well.
This year with increased stability in the country and a new national team of young players, Coca Cola is on a mission to revive the Egyptian fan’s passion, helping them cheer on the young team to victory.
Medientyp Internet-Film
Länge
Executive Creative Director
Creative Director
Creative Director
Creative Teammitglied
Etatdirektor
Account Supervisor
Account Executive
Account Executive
Head Of Film Production Department
Agency Producer
Agency Producer
Production House
Director
Art Director
DOP
Executive Producer
Producer
Producer
Music Studio
Music Composer
Stylist
Post House
Colorist
Editor
TitelResponsibly the beer
BriefUbrew, a small craft brewery in London, cleverly fought the competition (and got lots of PR coverage) by naming their new low alcohol beer “Responsibly." This took advantage of the much-advertised message “Drink Responsibly." Ads for beers always urge drinkers to "Drink Responsibly". So a small London brewery had the bright idea of launching a low-alcohol beer actually called Responsibly. This then became "the beer all the other beers ask you to drink". Agency comment : We launched this new low alcohol beer brand with an idea in its name: Responsibly, the beer all other beers ask you to drink. Taking advantage of the other beer brands that always end their communications with a "drink responsibly" or "enjoy responsibly" line. We made it with a smart tone of voice in order to create empathy between the brand and the people.
Agentur
Kampagne Responsibly the beer
Werbende Ubrew
Marke Ubrew
PostedJunI 2017
Geschäftsbereich Bier, Cidre
Story UBREW, a small craft brewery from London, cleverly fights competition by naming their new low alcohol beer “Responsibly." The best part about the new beer is the way is taking advantage of the much-advertised message “Drink Responsibly."
Medientyp Case Study
Länge
TitelWhen You Drive, Never Drink. Jackie
BriefA cover version of David Bowie's "Heroes" accompanies this spot featuring legendary racing driver Jackie Stewart across the decades. As time goes on, one thing remains constant: he never drinks and drives. Heroes show moderation too.
Agentur
Kampagne When You Drive, Never Drink
Werbende Heineken
Marke Heineken
Datum der ersten Ausstrahlung/Veröffentlichung 2016 / 9
Produkt Formula 1 Sponsorship
Geschäftsbereich Bier, Cidre
Story A TV commercial, featuring road safety pioneer and F1® legend, Sir Jackie Stewart, creatively communicates a powerful anti-drink driving message where consumers are left in no doubt – when you drive, you never drink. It reinforces the company’s view that when you’re behind the wheel, abstinence is the only option. 
Medientyp Fernsehen
Länge
Schauspieler
Brand Director
Chief Creative Officer
Executive Creative Director
Texter
Art Director
Strategieplaner
Etatdirektor
Kundenbetreuer
Agency Producer
Regisseur
Executive Producer
Filmproduzent/Produzent
Direktor Fotografie
Post-Produktion MPC London
Creative Director
Spezialeffekte
Spezialeffekte
Grading/Online MPC
Kolorist
Produktionsfirma
Musik
TitelFlounder fish
Agentur
Kampagne Flounder fish
Werbende Sagawa Shoyu
Marke Sagawa Shoyu
Datum der ersten Ausstrahlung/Veröffentlichung 2016 / 10
Geschäftsbereich Suppen, Füllungen, Saucen
Medientyp Außenwerbung
Executive Creative Director
Cutter
Produzent
Produzent
Kundenbetreuer
Illustrator
Illustrator
TitelJourney to your Dream/Ingrid
BriefActivia takes us on a journey – through the eyes of a ballerina – starting from a childhood ballet class in Rio de Janeiro. We see her determination, her struggles, her pain. We watch as she leaves her country and her family to follow her dreams all the way to New York City. The music crescendos and abruptly ceases. She is selected by the stern-faced, demanding director to dance front and centre on stage. She is Ingrid Silva, one of the world’s best emerging dancers, and she has made it. The journey to your dreams always starts from within.
Agentur
Kampagne Journey to your Dream/Ingrid
Werbende Danone
Marke Activia
PostedNovember 2016
Geschäftsbereich Nahrungsmittel
Story Activia is one of the most known yogurt in the world and a true ally for women's daily life.
Problem Based on the proven facts that a large majority of women are convinced their body prevents them from achieving their deepest aspirations, Activia has gone on a mission to help them find inner harmony, to realign body and spirit, to unite ‘I want’ and ‘I can’. The brand offers each of them the opportunity to "live in sync" with themselves and ultimately unleash their full potential. As element of a whole campaign, this film will hopefully inspire every women in the world and help them to understand that every great achievement starts from within.
Medientyp Internet-Film
Creative Director
Art Director
Produktionsfirma
Regisseur
Filmproduzent/Produzent
Agency Producer
Agency Producer
Strategist
Strategist
Strategist
TitelDB export beer bottle sand
Agentur
Kampagne Sand Made From Bottles, Not Beach
Werbende DB Breweries Ltd.
Marke DB Export
Datum der ersten Ausstrahlung/Veröffentlichung 2017 / 2
Geschäftsbereich Bier, Cidre
Medientyp Case Study
Länge
TitelCoffee is not a drug
BriefThe dark web is notorious for clandestine and nefarious goods and services. So why is a specialty coffee company marketing and selling its dark roast here? Cooperative Cherniy decided to play off the Russian perception that coffee is bad for the health and associate the product with the dark web culture. Through banner ads on dark web forums, the “first legal product advertised on the darknet” reached 10,000 people within the first hour and 1.5 million in the first day. Why is a speciality coffee company marketing and selling its dark roast on the dark web? Playing off the Russian perception that coffee is bad for the health, Chernyi decided associate to their product with the dark web culture and become the “first legal product advertised on the darknet.”
Agentur
Kampagne Coffee is not a drug
Werbende Chernyi Cooperative
Marke Moscow Black
Datum der ersten Ausstrahlung/Veröffentlichung 2016 / 12
Geschäftsbereich Kaffee, Tee, Kakao
Story In Russia, people believe that coffee is a drug and that drinking it is bad for your health. Chernyi Cooperative, a coffee company in Moscow, strived to create a campaign that turned this misconception on its head, and teamed up with POSSIBLE to do just that. Enter the "coffee is not a drug" campaign, the first legal product advertisement on the darknet. We created a shop for the Chernyi Cooperative to sell their coffee on Tor, the anonymous communication network. The shop operates at cherniyx23pmfane.onion. Once their Bitcoins or the Qiwi payment goes through, buyers receive coordinates as to the whereabouts of their stash. Confronting coffee’s illicit stereotype on a platform that is known for drug trafficking, one bag at a time.
Medientyp Case Study
Länge
Creative Director
Konzept
Texter
Texter
Art Director
Illustrator
Illustrator
Produzent Digital
Produzent Digital
Regisseur
Musik
Musik
Musik

All rankings

Automotive

AUTOMOTIVE

Finance

FINANCE

Food & Beverages

FOOD & BEVERAGES

Health & Beauty

HEALTH & BEAUTY

Luxury

LUXURY

Retail

RETAIL

Transport & Tourism

TRANSPORT & TOURISM