Olson Engage Campaigns Win Three Cannes Lions

Honors for Kraft, Paqui work continue recognition streak

CHICAGO – Olson Engage campaigns took home three trophies at the just-completed Cannes Lions International Festival of Creativity.

The “New and Not Improved” campaign for Kraft Macaroni & Cheese, a collaboration with Crispin Porter & Bogusky and Starcom, won a Gold Lion in the Direct Lions and took home a Bronze Lion in the Integrated Lions. While Paqui’s One-Chip Challenge took home a Bronze Lion in the Promo & Activation Lions.

 The “New and Not Improved” campaign took the unusual step of waiting until it sold 50 million boxes of its new recipe before announcing it made the change, so loyalists wouldn’t fret about a favorite comfort food becoming less comfortable. Once announced, the change set off a media avalanchethat boosted sales.

The One-Chip Challenge created awareness of the Paqui tortilla-chip brand by creating the world’s spiciest chip, which came individually packaged in a coffin-shaped box. The effort got consumers and media talking about a brand they likely hadn’t heard of previously, as evidenced by memorable coverage everywhere from Today to Mashable.

“We’re very happy for our teams, our clients and our partner agencies for this well-deserved recognition,” said Olson Engage President Bryan Specht. “While awards are never the point of our work, it’s wonderful to see impactful programs like these recognized.”

The recognition is the latest in a string of national honors for Olson Engage, part of ICF Olson, which in 2017 has seen its work win multiple honors at the SABRE Awards, Shorty Awards and One Show in 2017, in addition to being named a finalist for PR Week’s Outstanding Midsize Agency and the Holmes Report’s Creative Agency of the Year.

 A full list of the agency’s national and international awards can be found here.