Effie Awards

SmALL BUdGETS, ProdUCTS & SErvICES
BroNzE WINNEr

Baby Carrots

BoLThoUSE fArmS
Bryan Reese
Todd Putman

CP+B* Rob Reilly Jeff Benjamin Tiffany Rolfe Omid Farhang Leslie Repetto Andy Nathan Dagny Scott Lindsey Allison

h L GroUP

Chief Mktg. and Innovation Officer Strategic Mktg. Consultant WW CCO CCO Exec. Creative Dir. Group Creative Dir. Acct. Dir. Acct. Dir. Dir. of Cultural and Bus. Insights Assoc. Dir. of Cultural and Bus. Insights

EAT 'Em LIkE JUNk food

The "Eat 'Em Like Junk Food" campaign marked the first branding effort for Baby Carrots and an entirely new approach to getting Americans to eat their veggies. The campaign transformed the carrot business, reversed record declines in category sales, and ignited a cultural conversation around healthy snacking that didn't exist prior.

SNACkS/dESSErTS/CoNfECTIoNS
SILvEr WINNEr

SNICkErS® Brand

mArS ChoCoLATE Nor Th AmErICA
Debra Sandler Chief Consumer Officer
Michael McGee VP of Portfolio Mgmt.
Osher Hoberman Dir., SNICKERS® & TWIX®
Josh Olken Brand Mgr., COMBOS® & KUDOS®

BBdo NEW York* David Lubars Peter Kain Gianfranco Arena Kirsten Flanik Kathryn Brown Amy Wertheimer

STArCom (SmG)

WEBEr ShANd WICk ThomAS J. PAUL, INC.

dIGITAS

Chrmn., CCO, N. A.

Sr. VP, Creative Dir.

Mngng. Dir.

Sr. VP, Sr. Acct. Dir.

Sr. VP, Exec. Producer

If YoU LIkE PEANUT BUTTEr ANd ChoCoLATE, YoU'LL LovE PEANUT BUTTEr ANd SNICkErS® Despite multiple attempts, SNICKERS® had been unable to tap into the booming peanut butter and chocolate segment dominated by Reese’s. We decided to embrace the fact that we weren’t the “traditional” favorite, and deliver peanut butter as only SNICKERS® could. Through the launch of Peanut Butter Squared we asserted that if you like peanut butter and chocolate, you‘ll love peanut butter and SNICKERS®. Communications spanned all mediums and SNICKERS® Peanut Butter Squared surpassed launch objectives, propelling the franchise to double-digit growth.