The UK’s most effective brand activation agency, ZEAL Creative, has scooped gold at the Marketing Agency Association Worldwide GLOBES (MAA), with its innovative “Shazam Your Crunch” campaign for Kellogg’s Crunchy Nut. 

ZEAL’s ‘Shazam Your Crunch’ campaign was designed to bring to life the unique CRUNCH of Kellogg’s Crunchy Nut for tech savvy 18-34-year-old consumers. Using Shazam’s unique sound recognition app, consumers were invited to find out what type of CRUNCHER they were by crunching their cereal into their phone’s microphone, and daily prizes were awarded for taking part. The on-pack and social media led campaign increased Kellogg’s Crunchy Nut sales by 10.3% and attracted 74,000 new households to the brand.

Having first triumphed in domestic awards schemes, the campaign has now succeeded on the global stage and topped the MAA’s highly competitive Best Marketing Discipline Campaign category. It also scooped silver in one of the biggest categories of the year, Best Integrated Marketing Campaign and was named as “An Order of Excellence” in the Best Innovative Idea category. 

The MAA GLOBES is the elite Marketing Communications Awards Programme. It sets the benchmark for excellence in communications campaigns and celebrates effective marketing at a global scale. ZEAL, which has offices in Manchester and London, received acclaim alongside entrants from 33 countries having impressed the 150 cross-marketing industry experts who were tasked with judging the awards. Furthermore, many of the winning campaigns become case studies to exemplify innovative thinking and effective campaign marketing, so the “Shazam Your Crunch” campaign could be accessed by marketing professionals and students for years to come.

Stewart Hilton, creative partner and co-founder of ZEAL creative, commented: “Our agency mission is to create the most effective marketing campaigns for our clients and this award is the truest testament that we are fulfilling our ambition. We’re ecstatic to win a golden globe and even prouder of every member of the team who contributed to the creation of this fantastic, world beating campaign.”

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Foster’s is giving consumers the chance to win a unique trip to “the thirstiest place on earth” – Ayers Rock, Australia – in an on-pack summer promotion in partnership with music and discovery app, Shazam.

Running until August 31st, the on-pack prize draw means Foster’s fans who buy a multipack and ‘Shazam a Can’ could win a variety of items including chill disks, chiller seats and slings, as well as well as the ultimate trip to “the thirstiest place on earth”.

Shoppers just have to scan the Shazam icon on the can with their mobile devices to enter the competition. They will be notified instantly if they have won one of the thousands of instant prizes.

The winner of the trip to Australia will be selected via a prize draw at the end of the campaign.

Foster’s says it is activating its “For the thirsty” platform throughout the summer months to drive penetration at a time when shoppers are looking for crisp, cool refreshment.

Toby Lancaster, Category and Shopper Marketing Director for Heineken, says: “With 52% of beer and cider value sales taking place over key seasonal periods, our on-pack promotion throughout the summer offers a great opportunity for retailers at a time when shoppers are looking for crisp, cool refreshment. Activating on-can means that we that we are able to cover a greater number of our SKUs, incentivising purchases and driving additional sales for retailers over the summer months. We are very much looking forward to revealing the lucky winner at the end of August.”

Foster’s on-pack promotion is available across 4 x 440ml, 10 x 440ml, 12 x 440ml and 18 x 440ml can pack formats and also Foster’s single 440ml and 568ml cans.

Heineken is the UK’s leading pub, cider and beer business. The company owns around 2,900 pubs as part of its Star Pubs & Bars business, and employs almost 2,200 people. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout, as well as a range of niche and speciality beers.

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Carlsberg UK will be giving away a prize bundle including Live Nation and O2 Academy tickets to one lucky winner each week for 12 weeks, as part of its partnership with music event organisers Live Nation and to celebrate the Danish beer brand’s up-weighted focus on live music for 2018.

The promotion launches as Carlsberg announces plans to bring back its highly-successful ‘The Danish Way’ campaign, fronted by Danish film star Mads Mikkelsen, in May 2018. Last year, the brand spent an estimated £15m on ‘The Danish Way’, which marked its move away from an 20+ year sponsorship of the England football team and a new, more up-market positioning targeting Millennial drinkers.

Carlsberg will be running on-pack promotions across six million packs of Carlsberg and Carlsberg Expørt on sale in 21,000 off-trade stores – including grocers, impulse, convenience and wholesalers – across the UK from April to June 2018.

The prize packages will each include six tickets to a Live Nation festival and six tickets to three O2 Academy gigs throughout the year, with artists scheduled to play the venues this year including Kylie Minogue and Justin Timberlake.

To enter, consumers need to use the Shazam app to scan the ‘Shazamable’ limited edition promotional packs of Carlsberg and Carlsberg Expørt. They will then be directed to the competition page, where winners will be instantly notified and will be able to redeem their prize.

Carlsberg UK will be supporting the activity in-store with increased presence such as gondola ends and free-standing display units bolstered by online activations including website banners and targeted advertisements.

Carlsberg UK announced an extended five year sponsorship deal with Live Nation in April 2017. Live Nation is the world’s leading live entertainment company, behind some of the largest festivals in the UK.

That agreement gave Carlsberg UK unprecedented partner, sponsorship and official supplier rights for Live Nation’s festivals, venues and Academy Music Group venues throughout the UK. In addition, Carlsberg became the Official Beer and Somersby Cider the Official Cider of Live Nation. Carlsberg announced at the time the deal was signed that it wanted to connect with and engage Millennial drinkers.

Carlsberg and Somersby will be served at Live Nation festival events including Reading and Leeds, Download, Creamfields, Virgin V Festival, Wireless, TRNSMT and Latitude festivals.

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