BBDO Minneapolis’ “Lumberjacks Eat Moore” campaign for Dinty Moore® Beef Stew won a Gold Effie in the Packaged Food category and was a Grand Effie Contender at the 2018 North American Effie Awards. The Grand Effie Contenders are the top eight highest scoring Gold Effie cases.
After a decade without investment, Dinty Moore® Stew had lost relevance with both its core target and retailers. Sales had declined by almost 50%. Leveraging insights from “blue-collar” working-man’s culture and taking advantage of a pop-culture fashion trend, the brand re-claimed recognition as the working-man’s meal. Successfully bringing back lapsed users and reversing 10-year declines with a +18% increase in volume sales and +36% dollar sales lift and 16% increase in household penetration. All with a budget of just $1.1MM.
“Winning an Effie is the ultimate prize for any client and agency team, as it celebrates fantastic creative ideas and outstanding business results,” said Ali Siviter Group Account Director, BBDO Minneapolis. “The fact that an 80 year old brand capitalized on a millennial fashion trend to appeal to a broad demographic of consumers is what made this work really stand out.”