Tyson Foods: Hillshire Farm
Work From Cavalry Agency
Hillshire Farm: Lit'l Smokies ® Smoked Sausages
Make Things A Lit'l More Interesting™
Account: Jennifer Gerwen, Alyssa Alverez, David Farley, Isabel Ngan | Creatives: Bill Matznick, Rob Cody, Jeff Beck
Awards: Shorty Award for Pre-Roll
Taco The Town
Pace Salsa Challenge: Redefining the way we look at Taco night | 2017 Collegiate Effie Winner
Major Insight: Kids dictate a large portion of how parents shop
- Research conducted through nation surveys, Nielsen Data, and MTurk Data
- Question we answered: How do we make Pace Salsa the hero in Taco Night?
- Created a 4-part solution
Children are the epicenter of their parents lives. Research shows that, for a lot of parents, taco night is for the children. So we decide to complement an existing action. This solution combines taco night with the constant goal of teaching children and makes the entire experience about them. We become partners with the parents and through this establish an emotional connection which not only sticks with them but also with their children.
Differentiate Pace from the “Sea of Red” and create an emotional connection with parents.
Make Pace a partner of parents and taco night by empowering children to learn how to cook a family meal.
Parents are busy and stressed but are committed to their children.
Taco night isn’t just about food, it’s about coming home after a long day and getting to spend quality time with their children.
Parent upload images to Facebook and Instagram to share their lives.
A lot of their actions are dictated with the children in mind.
According to our national survey, 89% of parents in our sample took their children grocery shopping.
70% of the parents surveyed associated Taco Night with family time and other than food
The number one reason that their children loved taco night was the creativity and independence that came from making their own tacos.
Pace partners with parents to make taco night a learning opportunity, not just a meal, by streamlining the process and making it all about the children thus establishing an emotional connection with the family.
Create an in-store mini-market for children so they can take the lead when picking out their taco ingredients and learn economic value.
Advertise on the radio, Facebook, and television.
Have Parents post tacos and their kid's recipes online with the hashtags #TacoTheTown and #SetYourPace
Create a nation competition where 32 of the most creative tacos to be a part of a taco bracket.
Create a customer journey starting inside the store, continuing into homes and providing the opportunity to share their creation with the world.
Use social listening, online activity, surveys, in-store behavior and sales data to measure increase in brand awareness and sales figures.
Follow the Lead
ESTABLISHED TO EMPOWER THE PUBLIC TO DETERMINE IF LEAD IS AN ISSUE IN THEIR NEIGHBORHOOD AND WE WANT TO INFORM THE PUBLIC OF POSSIBLE WAYS TO HELP ALLEVIATE THE PROBLEM AT HOME | Summer 2016, Cramer-Krasselt
- 1 Photometer used to for lead
- 3 Interns at C-K
- $1,000 Budget
- 10,000+ Affected by lead
- City Response: All water fountains in the park district were tested for any level of lead
Research states that buildings constructed in Chicago before the 1930s have lead contaminated pipes, and 80% of the Chicago area was built before this time, which mean 80% of Chicago is at risk of lead contamination. Several public facilities throughout Chicago have already tested positive for lead. This is why we created Follow The Lead. A transparent, awareness campaign to the public regarding lead in Chicago’s water. We tested public drinking fountains with a reusable lead testing device, reporting our results through Twitter and Facebook, and aggregated those results to a map online.
- Increase awareness of high lead levels areas within the Chicago and offer a solution to lead contaminated water.
- There is little awareness of lead levels in the Chicago water.
- There is not a single website with clear information on lead contamination and lead solutions.
- Make information about lead contamination easily accessible and transparent
- Make aware the easy at-home solutions to this problem.
- Test 40 parks in the Chicagoland Area
- Share results on an interactive map
- Make information and solutions transparent to the public